Univision to Form an Internal Advertising and Media Unit
By Tanzina Vega
Univision Communications, in its quest to unify the look and feel of the network and its properties, is expected to announce on Monday the creation of the company’s first internal advertising and media agency. The new unit, Univision Agency, will create promotional content for all Univision properties, including broadcast, radio and digital, and provide research and creative services for internal and external clients.
“It’s a recognition that we are growing and that we have many new assets that we have to media-plan for,” said Randy Falco, the president and chief executive of Univision Communications. “We have to try harder than most of our English-language counterparts,” he said. “Many in the buying communities don’t watch what we put on or don’t feel the passion for the content that we put in.”
The unit will control $500 million in advertising inventory across all of the network’s platforms. The agency, based in Miami, will have 65 employees, including current staff and new hires. Jessica Rodriguez, Univision’s executive vice president for program scheduling and promotions, will lead the agency.
It was important “for us to really not have disparate voices,” Ms. Rodriguez said. “Instead of working in silos, we’re all going to have a centralized approach.”