Crown Imports Shifts Media to Horizon

Crown Imports has chosen independent Horizon Media’s Los Angeles office for planning and buying chores across its portfolio following a review, the client said today.

The assignment includes Corona Extra, Corona Light, Model Especial, Negra Modelo, Pacifico, St. Pauli Girl and Tsingtao.

Spending behind those offerings has been about $80 million in each of the last two years, per Nielsen.

Jim Sabia, client evp, marketing, said: “We were impressed by Horizon’s strong category experience and collaborative approach to media planning and buying across national and local media channels for the general and Hispanic market.”

The competition began this summer. Chores have mainly been handled by Chicago-based independent shop Cramer-Krasselt. Crown said C-K would continue to work on its assignments through year’s end. Strategic and creative duties on Corona Extra will stay with C-K despite the media shift, the client has said.

C-K lost creative on Corona Light in June when Crown moved the work to Publicis in New York without a review.

Creature in Seattle has handled media chores on Pacifico; that agency will retain creative chores, the client said.

Nielsen Business Media