Univision Communications announced the formation of the Univision Agency. Overseeing a media inventory of more than $500 million across all of Univision’s broadcast, cable and radio properties, the Univision Agency will be responsible for all cross-channel promotions as well as research and creative services for clients and internal divisions.
With its ever-expanding portfolio of networks and platforms, and in keeping with its well-established reputation as an industry innovator, the company has established a new centralized team that will be part of Univision Networks. This totally self-contained Agency will define the promotional priorities and drive the creative advertising strategy and execution for the entire Univision family of networks. Leading the Univision Agency is newly promoted senior vice president Joni Fernandez, reporting to Jessica Rodriguez, executive vice president of Program Scheduling & Promotions, who has spearheaded this effort over the past few months.
“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,” said Univision President and CEO Randy Falco. “Forming the Univision Agency is a strategic step towards developing a promotional and creative vision that will set the standard in our industry.”
The Univision Agency’s responsibilities will include:
· Creating consistent messaging during commercial breaks across all platforms for Univision networks and properties;
· Prioritizing all promotional inventory;
· Developing research and creative for clients and partners;
· Supporting and collaborating creatively across divisions and teams to define and execute cross-platform initiatives;
· Elevating promotional and creative efforts while increasing efficiencies and maximizing inventory;
To meet these goals, the Univision Agency brand managers will be responsible for the strategy and execution as they relate to the company’s core genre-specific verticals, i.e. novelas, sports, news, and entertainment, across each Univision brand and all their various platforms. Media planning across the company’s extensive portfolio of assets will be lead by Silvia Garcia, whose responsibilities will include oversight of strategic planning, campaign management and prioritization, supporting traffic and master control divisions, overseeing break architecture, and managing messaging strategy for secondary events and radio.