Constellation Brands has selected Grey Group as agency of record for the Modelo brand family, including flagship Modelo Especial, the number-two-ranked beer in the U.S. in dollar sales, according to market research firm IRI.
The selection followed a formal review. The brand had previously worked with Chicago Based Cavalry. Both the incumbent and Grey are part of WPP.
Beginning later this month, a Grey team will take over brand strategy and creative development across all key channels including Social.
“Constellation is excited to partner with Grey to drive the Modelo creative work to the next level, reflective of the brand’s leading position in the industry and with consumers,” stated Jim Sabia, EVP and Managing Director, Constellation Brands Beer Division.
Grey will run the business out of its flagship New York office while utilizing talent across other markets for Modelo, including Los Angeles and Mexico.