- With more than 200 brands in its catalog, Grupo Varma is committed to an innovative strategy in partnership with Initiative (IPG Mediabrands), its strategic partner, combining creativity, data, and consumer connection
- With a clear vision for transformation, Initiative will accompany Grupo Varma in this new phase driven by innovation, the strengthening of its leadership, and the evolution of Desalia towards an experiential and relevant brand ecosystem.
Initiative, the media agency of the IPG Mediabrands group, has been selected by Varma to lead its comprehensive media strategy. This award marks a milestone for both companies: on the one hand, it reaffirms Varma’s commitment to continuing to evolve its communication model and relationship with its audiences; on the other, it reinforces Initiative’s position as a strategic partner for brands seeking to grow through creativity, innovation, and data.
With more than 80 years of history, Varma is a Spanish family-owned company and a leader in the distribution of spirits, wines, food, and personal care products. With an extensive portfolio that includes more than 50 brands, such as Ron Barceló, Vermouth Yzaguirre, Macaronesian, and Marqués de Vargas wines, among others, the company faces the challenge of continuing to lead its category in a context of changing consumption patterns and new communication demands.
In the words of Beatriz Álvarez, Marketing Director at Varma: “The Initiative team has demonstrated not only a deep understanding of the market and great strategic ability, but also a modern and innovative vision of how to activate our brands in environments as specific and regulated as ours. We found their focus on meaningful connections with consumers and their proposal to evolve key projects such as Desalia to be particularly distinctive.”
Initiative x Varma: An innovative approach that goes above and beyond
The Initiative team has opted for an innovative proposal. The approach includes a detailed media plan that can be activated immediately, advanced brand analysis tools, and a vision of branded content that goes beyond, towards Brand Entertainment. All of this has allowed the agency to connect more precisely with Varma’s current challenges: an extensive portfolio, the establishment of new categories such as NoLo (non-alcoholic or low-alcohol) and the need to attract new audiences without diluting its leadership.
“Working with a company like Varma is an exciting opportunity. Few companies can boast a legacy like theirs: more than 80 years building a catalog of over 200 brands that have driven market trends. But in an environment where tradition is important but sometimes not enough, the key is to evolve without losing the essence. And that’s where Initiative comes in.Our mission is to accompany Varma in this process, combining strategy, innovation, and entertainment to connect with audiences of the present and the future,” affirms Vicente Ros, Managing Director of Initiative.
Ron Barceló Desalia: the beginning of a new era
One of the project’s highlight points will be the evolution of Desalia, Ron Barceló’s iconic event. Initiative’s proposal redefines the format, evolving it into a high-impact entertainment and leisure experience that transcends its origins as a party to become an experiential brand ecosystem relevant to new generations.
According to Marta Malo, Paid Media Manager at Varma: “At Varma, we don’t believe in conventional strategies that seek to impact consumers; we build our communication with the aim of being relevant to our audience and generating an impact on them. To do this, it is very important to know them in detail and always look for new ways to reach them, and that is something that Initiative has understood perfectly”. “At IPG Mediabrands, we are not satisfied with what already works. We always seek to go further, pushing the boundaries of marketing and bringing to life the most groundbreaking ideas we have in mind. Working with Grupo Varma is a unique opportunity to apply all our expertise and offer something that is not only seen, but felt and remembered,” says David Colomer, CEO of IPG Mediabrands Iberia.
With this adjudication, Initiative consolidates its position as one of the most important agencies in the Spanish market, with a working model focused on strategy, creativity applied to the medium, and the use of data to maximize its clients’ growth.
