Varma, a Spanish family-owned business with over 80 years of history, has chosen Initiative, a media agency from the IPG Mediabrands group, to lead its comprehensive media strategy. This move is a significant milestone for both companies, as it reaffirms Varma’s commitment to evolving its communication model and audience engagement.
A Leader in Distribution
Varma is a major player in the distribution of spirits, wines, food, and personal care products. Its extensive portfolio includes over 50 brands, such as Ron Barceló, Vermouth Yzaguirre, Macaronesian, and Marqués de Vargas wines. The company faces the challenge of maintaining its leadership in a rapidly changing consumer landscape.
Beatriz Álvarez, Varma’s Marketing Director, praises Initiative’s team for their deep market understanding, strategic capabilities, and innovative approach to brand activation. She highlights their proposal to evolve key projects like Desalia as particularly noteworthy.
Innovative Approach
Initiative’s proposal includes a detailed media plan, advanced brand analysis tools, and a vision for branded content that goes beyond traditional approaches. This comprehensive strategy will help Varma tackle its current challenges, including managing an extensive portfolio, establishing new categories like NoLo (non-alcoholic or low-alcohol) products, and attracting new audiences without diluting its leadership.
Vicente Ros, Initiative’s Managing Director, sees working with Varma as an exciting opportunity. He notes that Varma’s legacy and diverse brand portfolio require a delicate balance between tradition and innovation. Initiative aims to support Varma in this process by combining strategy, innovation, and entertainment to connect with current and future audiences.
Redefining Desalia
One key focus of the project is the evolution of Desalia, Ron Barceló’s iconic event. Initiative’s proposal redefines the format, transforming it into a high-impact entertainment experience that transcends its origins as a party. The goal is to create a relevant and experiential brand ecosystem for new generations.
Marta Malo, Varma’s Paid Media Manager, emphasizes the importance of understanding consumers in detail and seeking new ways to engage with them. She believes Initiative has grasped this approach perfectly.
David Colomer, CEO of IPG Mediabrands Iberia, sees the partnership with Varma as a unique opportunity to push the boundaries of marketing and bring innovative ideas to life. He notes that IPG Mediabrands is committed to going beyond conventional marketing strategies.
This partnership solidifies Initiative’s position as a leading agency in the Spanish market, with a work model centered on strategy, creativity, and data-driven decision-making to maximize client growth.