News Column

Univision Forms Internal Advertising and Media Unit

Jan. 16, 2013

Rebecca Villaneda--HispanicBusiness

Univision

Univision Communications this week announced the launch of the Univision Agency, which will centralize the company's advertising and media inventory.

The Univision Agency will be responsible for a media inventory of more than $500 million across the company's broadcast, cable and radio properties and oversee all cross-channel promotions as well as research and creative services for clients and internal divisions.

"We have created a first-of-its kind agency to instill one voice and one vision for Univision, UniMás, Galavisión, and all of our media properties -- something no other media company has done," Randy Falco, Univision president and CEO, said in a statement. "Forming the Univision Agency is a strategic step toward developing a promotional and creative vision that will set the standard in our industry."

The Univision Agency has been organizing its team for the past few months, with Jessica Rodriguez spearheading the creation of the new centralized team. Ms. Rodriguez is the executive vice president of Univision's Program Scheduling and Promotions at Univision.

"In the past two years under Randy Falco's leadership we have transformed the company and quickly expanded, which means we have many more assets to media-plan for -- 12 networks, plus local TV and radio," Ms. Rodriguez told HispanciBusiness.com. "Therefore, it was important to create a centralized team that allows us to be strategic, maximize resources and deliver results."

She added that "the Univision Agency allows us to support our clients and partners in better understanding and reaching Hispanic audiences."

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Based in Miami, the Univision Agency will consist of 65 employees, including current staff and new hires. Joni Fernandez, senior vice president of the Univision Agency, is leading the team.

The team within the new agency will instill one voice and vision for all Univision properties, including broadcast and cable networks, local television, radio stations and websites. That will allow for consistent messaging in commercial breaks across all platforms, according to a Univision press release.

This does not mean Univision will stop collaborating with other Hispanic marketing agencies, according to a Univision spokesperson.

The Association of Hispanic Advertising Agencies said in a statement that it hopes the "reorganization will enhance the relationship Hispanic agencies have with Univision."

"AHAA will continue to work with Univision to promote the use of AHAA member agencies to ensure that advertisers have access to and understand the full depth and breadth that the Hispanic market offers," AHAA officials said. "AHAA looks forward to continuing its partnership with Univision to ensure that 'The Univision Agency' does not negate the use of Hispanic agencies. AHAA will continue working with Univision to promote a vibrant Hispanic marketing segment."



Source: HispanicBusiness.com (c) 2013. All rights reserved.


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