Mondavi in Review

Robert Mondavi is reviewing creative and media on an account whose primary focus is the company’s top-selling wine brand, Woodbridge. Billings are $10 million, sources said.

Dailey & Associates, West Hollywood, Calif., has had the business for about four years. Dailey president Brian Morris confirmed the review and predicted that the shop will successfully defend the account. “We’re confident we’ll retain the business,” said Morris, who referred all other inquires to the Oakville, Calif., client.

Sources said the decision to put the account in review came from Mondavi’s vp of marketing, Dennis Joyce, who joined the company in mid-2001. Sources said Joyce has retained New York-based consultant Roth Associates to handle the review.

Neither the client nor the consultant could be reached for comment at press time.

The search is expected to start with eight to 12 shops. The list will be trimmed to six and then three. A decision is expected before the end of April. An ensuing campaign is likely to focus on print and TV, as has been the case with Dailey.

Woodbridge, which sells for about $9 a bottle, is the vintner’s best-selling brand and accounts for about half its volume. Its other brands include Arro wood, Lucente, Opus One, Sena and Vichon.

Speaking to the marketing challenge, a source said, “All mass wines are duking it out for share. The market isn’t growing much. … A limited number of people drink wine in the U.S. And a limited number of those drink wine frequently.”