Univision today announced it has created a full-service internal advertising and media agency to manage its media inventory. The new unit will be called the Univision Agency and it will manage $500 million in advertising inventory across all of Univision’s broadcast, cable and radio properties.
The Univision Agency will also be responsible for all cross-channel promotions as well as research and creative services for internal divisions and external clients.
Newly promoted Joni Fernández will be the Senior Vice President of the Miami-based agency. She’ll report to Jessica Rodríguez, EVP of Program Scheduling at Univision Communications. Fernández was previously Vice President of On-Air Promotions and Marketing.
Silvia Garcia, currently Director of Media Planning for Univision, will have expanded responsibilities with the agency. She will oversee strategic planning, campaign management and prioritization, supporting traffic and master control divisions in receiving completed logs, oversee break architecture, manage messaging strategy for secondary events as well as radio mentions across the portfolio.
According to Univision, 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.”
“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 in a statement. “Forming the Univision Agency is a strategic step towards developing a promotional and creative vision that will set the standard in our industry.”