December 11, 2006
Corona's Creative Shake-up
Following Corona's decision to change its U.S. distributors and general market agency in October, the brewer announced that it is consolidating its Hispanic efforts and awarding the account to Casanova Pendrill.
The assignment, for Corona Extra, Corona Light and Modelo Especial, which is worth an estimated $15 million to $20 million, was previously split by Español Marketing and GlobalHue.
Casanova will handle strategic planning, creative development, production, media buying, promotions and public relations for the three brands.
Casanova Pendrill is no stranger to the market, however, having worked extensively with both Coors and Miller over the past twenty years. Casanova Pendrill's foremost duty is to help Corona maintain the stellar growth it has enjoyed in recent years.
As reported by Portada, Corona recently consolidated its $42 million general market advertising account with Cramer-Krasselt, Chicago. Click here for the article.
To get information about Portada's Online Directory of Hispanic Media Buyers/Planners please click here.