Gallo Wines Names UM as Media Agency of Record

The appointment follows a review process that began in January

UM and gallo logos side by side
Gallo Winery claims to be the largest family-owned winery in the U.S. Gallo Wines, UM

E. & J. Gallo Winery (Gallo), which claims to be the world’s largest family-owned winery, has selected IPG Mediabrands’ UM as its media agency of record.

“We are so proud to welcome Gallo, a renowned family-owned company to our own family,” UM U.S. CEO and Adweek Media Executive of the Year Lynn Lewis said in a statement. “We are excited to leverage our data-first approach to supercharge Gallo’s media and marketing efforts, driving meaningful connections with high-value audiences and delivering better outcomes for their business.”

The selection concludes a review launched in January. While the review kicked off with an in-person meeting in Gallo’s Modesto, Calif. headquarters, the remainder of the process took place via Zoom meetings, a UM spokesperson explained.

UM will be responsible for media strategy, planning and buying in addition to data and analytics across the U.S. for Gallo’s full brand portfolio, including Apothic, Barefoot Cellars, Dark Horse, La Marca and New Amsterdam Vodka and Gin.

“Critical drivers in winning our business were UM’s investments in technology and data,” Gallo CMO Stephanie Gallo explained in a statement. “We looked for a partner who shares our ambition to accelerate data-driven plans, that will allow our brands to connect with consumers and prospects across all consumer journeys.”

Gallo spent a little under $7 million on measured media channels domestically last year and over $1 million in the first two months of 2020, according to Kantar Media.

The appointment follows a series of furloughs and layoffs across IPG Mediabrands agencies last month. Earlier this year, Adweek selected UM as its U.S. Media Agency of the Year. In March, luxury design brand Shinola appointed UM as its U.S. media agency of record.

@ErikDOster Erik Oster is an agencies reporter for Adweek.