One Role of New Univision Agency: As Resource for Ad Sales Staff
By John Consoli -- Broadcasting & Cable, 1/16/2013 2:34:40 PM
Rodriguez, who spearheaded the formation of the agency, says while most of its functions will be to create a centralized approach across Univision Communications' two broadcast networks, 12 cable networks, 62 local TV stations and 70 radio stations, it will also provide any research, creative or planning help the developments teams need as they work with clients and their agencies on creating ad packages across Univision media platforms.
The agency will also work together with the Univision ad sales teams for all of its properties to help create branded entertainment opportunities that can be presented to clients.
Traditionally, the Univision broadcast and cable networks, local TV and radio stations have unilaterally created their own on- air promotions and marketing events in a siloed manner, but the new agency will work with all the media platforms to create a unified look and approach. It will also facilitate cross-platform promotional efforts.
"We want to be more collaborative with our media properties at the local level to help them reach their goals," Rodriguez says. "And we want to expand the types of promotion we do on-air, not just promoting individual shows on each platform."
Rodriguez says the media-planning group that was created to work as part of the new agency will help create plans for each of the platforms in a centralized manner. Heading the planning group is Silvia Garcia, who recently joined Univision after spending the past 17 years with Discovery Networks International.
Overseeing the overall day-to-day operation of Univision Agency will be senior VP Joni Fernandez, who will report to Rodriguez.
"We want the agency to be a hub that can be a centralized place that can offer research and creative assistance throughout the company," Rodriguez says.
The official stated responsibilities of the agency include:
- Creating consistent promotional messaging during commercial breaks across all Univision platforms
- Prioritizing promotional materials and inventory
- Developing research and creative that the sales and development teams can share with clients
- Initiating cross-platform initiatives
Rodriguez says when fully staffed, the agency will include 65 employees, some of whom are already on board and others to be hired over the next few months.
"We are going to have separate brand managers for various programming segments like novelas, news, entertainment and sports, and they will be responsible for the strategy and executing of creative and promotional activities for each of those areas," Rodriguez says. "This will enable us to customize our promotional assets. It will not just include promotion for national events, but we will tailor these promotions to individual [TV and radio] markets. The thinking is that more customized and tailored promotion locally will help draw in more audiences at that level."
Rodriguez says she is in the process of organizing teams for each segment and hiring brand managers. That process should be completed by sometime in February and the entire agency should be fully staffed by March or April.
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