Modelo Selects Grey Group as New Agency of Record

By Kyle O'Brien 

Beverage company Constellation Brands has selected Grey Group as agency of record for the Modelo brand family, including flagship beer Modelo Especial, which was the number two beer in U.S. dollar sales over the last year, according to the brand.

Starting later this month, the Grey team will take over brand strategy and creative development across all key channels including social and positioning the brand to address ongoing consumer needs.

“Grey’s mantra is ‘Famously Effective,’ which encapsulates what the ‘Fighting Spirit’ campaign has achieved thus far and where we believe it can go as this brand continues to foster a strong emotional connection with an engaged audience,” Jim Sabia, evp and managing director, Constellation Brands Beer Division, said in a statement.


Grey will run the business out of its flagship New York office while tapping into talent across key markets for Modelo, including Los Angeles, and utilizing its teams in Mexico to ensure brand authenticity.

“Modelo is one of the most authentic and iconic brands in the category, with no end in sight to its current incredible momentum,” Justine Armour, chief creative officer, Grey New York, said in a statement. “To have the opportunity to work with Modelo at this stage in its business journey, building on the brand’s existing success and helping position it to capitalize on the runway ahead, is as good as it gets for us at Grey.

Modelo put its creative account into review in August, with WPP’s Cavalry as the incumbent. The brand has also worked with Circus/MediaMonks.