In an effort to centralize and better coordinate its promotional efforts across networks and platforms, Univision Communications has created the Univision Agency, which will oversee a media inventory of over $500 million across all of Univision's broadcast, cable and radio properties. This includes the Univision Network, UniMás (formerly cable network Telefutura), Galavision and Univision Radio.
The agency will be responsible for all cross-channel promotions as well as research and creative services for clients and internal divisions. Jodi Fernandez, formerly the head of promotions at Galavision, has been promoted to head the Univision Agency as Senior VP. She will report to Jessica Rodriguez, executive VP of program scheduling & promotions.
Previously, each of Univision's multiple media properties had its own promotion division, although there were national and multi-platform campaigns. The new agency will centralize all promotions under one roof and with common goals.
Responsibilities for the agency will include creating consistent messaging during commercial breaks across all Univision platforms, prioritizing promotional inventory, developing research and creative for clients and partners, and providing creative support across divisions and teams. Agency brand managers will be responsible for the strategy and execution as they relate to the company's core genre-specific verticals, including entertainment, across each Univision brand and all their various platforms.
Media planning across all platforms will be led by Silvia Garcia who was formerly with Discovery International.