Undertone beefs up Multicultural Division

Undertone, a division of Perion Network Ltd., announced the appointment of two industry veterans to focus on multicultural and Hispanic initiatives. Victor Cornejo and Oscar Leon Walker join as Co-Directors, Multicultural Strategy. Both are experts in Hispanic advertising and their appointments represent Undertone’s commitment to infusing cross-cultural talent throughout the company, to serve diverse communities.

“Undertone is passionate about delivering the best advertising experiences for all audiences. There are now 57 million Hispanics in the United States, representing 54 percent of the population growth since 2000. Ad spending to reach Hispanics is approaching $10 billion annually in the U.S. It’s important that we continue to provide our clients with very specific expertise and guidance. We’re excited to have Victor and Oscar on board to support these efforts,” said Mike Pallad, President of Undertone.

Victor Cornejo is an expert in multicultural advertising. With more than 15 years of experience in the industry, he comes to Undertone from Richards/Lerma, where he led the MetroPCS, LiveNation and agency new business efforts.

As Director, Multicultural Strategy, Oscar Leon Walker brings more than 13 years of multicultural marketing experience to Undertone. He previously served as Regional Sales Director of Briabe Mobile, a full service mobile solutions provider.

“My goal is to maximize efficiencies and learnings. I am excited to bring Undertone’s beautifully-crafted digital advertising experiences to the Hispanic consumer and help our clients better connect with this demographic. By better understanding this audience segment and their consumption preferences, we can help brands deliver advertising that is effective and meaningful,” said Oscar Leon Walker.

“Undertone has long been recognized for its ability to serve visually-stunning ads to the right audience at the right time. I’m thrilled to join the team to help focus efforts on the multicultural audience. Undertone understands that leveraging insights makes work more relevant to the multicultural audience, but also understands that it improves the relevancy of the rest of its work. I’m confident our creative and media solutions will deliver amazing results and value for brands and creative agencies,” said Victor Cornejo.

Both Cornejo and Leon Walker will report into Michael Jackel, Vice President of Sales, West Coast.