The Publicis agency immediately assumes communication planning and media buying duties across Constellation’s portfolio of wine brands, which include Hardys, Stowells, Echo Falls and Kumala.
AMS Media, part of AMS Media Group, was the previous incumbent, but failed to make it to the final shortlist. AMS retains responsibility for Constellation’s cider brands, which were not part of the review.
The appointment comes as Constellation looks to strengthen the value of its wine business and boost media spend on key brands.
Claire Griffiths, vice-president of brands marketing at Constellation Europe, said: “Zenith has a raft of tools that will ensure we are maximising our brand spends to get the biggest return on investment.
"They will also ensure we are targeting the right consumers with the right brands and that we are constantly innovating in the way we present our brands to the consumer."
Constellation Europe is part of Constellation Brands Inc, the largest wine company in the world.
It was formed in April 2004, following the integration of Constellation Wines Europe and Matthew Clark.
Its portfolio includes Hardys, the number one Australian wine in the UK; Stowells, the number one wine brand in the UK on-trade and the fifth biggest wine brand off-trade; Echo Falls, the leading brand in the Californian wine category, and Kumala, the number one South African brand.
Constellation Europe also owns a number of cider brands including Gaymers Olde English, Blackthorn and Diamond White, as well as sparkling perry Babycham.
The company is gearing up for a £10m marketing push for Hardys in the pre-Christmas period, including a national poster advertising campaign.
It launched a £5m consumer campaign for Echo Falls earlier this year, spearheaded by its first national TV advertising push in May, as well as a multimillion pound campaign for Kumala featuring year-round radio sponsorship.
This latest win for ZenithOptimedia follows a hard-fought battle against Walker Media in September to retain its hold on the £26m media planning and buying account for furniture retailer MFI.
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