NEW YORK--The Richards Group has bested Deutsch/LA to land creative and media duties for Robert Mondavi Corp., an account with billings estimated at $10 million, sources said.
The Dallas-based Richards and Deutsch were finalists in a review that began about three months ago (Adweek, March 4). The incumbent, Dailey & Associates in West Hollywood, Calif., participated but did not advance to the final round, said sources. Other agencies that pursued the business included Venables, Bell & Partners, in San Francisco, and GSD&M, in Austin, Texas.
Mondavi, based in Oakville, Calif., markets several brands of wine but its business is driven mainly by sales of Woodbridge. Dailey had handled the account for about four years.
The search was managed by New York consultancy Roth Associates.