Corona Consolidates at C-K

CHICAGO Mexican beer Corona will consolidate its $50 million advertising account at independent agency Cramer-Krasselt here, the shop confirmed.

The business previously had been split between C-K and independent shop The Richards Group in Dallas, though the former has for some time handled most of the assignment.

“The unification of this account at C-K brings the brand odyssey full circle,” said agency CEO Peter Krivkovich. “They’ve known our work for years.”

Richards is currently in the hunt for Heineken’s $70 million account, according to sources.

The move coincides with the creation of a joint venture between Mexican importer Groupo Modelo and importer Constellation Brands. All domestic work under the newly formed Crown Imports banner will now be handled by the Chicago agency, Krivkovich said. (Those brands include Corona, Corona Light and Negra Modelo.)

C-K has a long history with the brand. Agency chief creative officer Marshall Ross has worked on Corona since 1991 when he was at the brand’s previous agency, Lois/EJL in Chicago. C-K vp, management supervisor Renee Chez has also worked on Corona for more than a decade.

Crown marketing director Tom McNichols cited those relationships as a key factor in consolidating the business. “It’s a formula that has helped propel Corona to the position of the top imported beer and we expect this relationship to bring us continued success,” he said in a statement.

Corona’s recent advertising has been tagged, “Miles away from ordinary.”

Constellation is currently conducting a review for Corona’s Hispanic account. Finalists for that piece of business are Casanova Pendrill in Costa Mesa, Calif.; Conill and La Agencia de Orci, both in Los Angeles; and New York-based OLE, according to sources [Adweek Online, Oct. 5].