Univision Communications Creates Full-Service Internal Agency To Manage Inventory Across TV And Radio
January 14, 2013 at 5:31 AM (PT)
UNIVISION COMMUNICATIONS has formed 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.
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 SVP JONI FERNANDEZ, reporting to EVP/Program Scheduling & Promotions JESSICA RODRIGUEZ, 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 Pres./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."
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 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.