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Univision Communications Inc. announced its plans to redefine its Upfront approach and go directly to its customers, to reach as many marketers as possible, with a message of growth and partnership. Univision will host regional Partnership Forums focused on helping companies capitalize on the power of the Hispanic consumer as a real growth lever for businesses today. The forums will take place in New York, Los Angeles, Chicago, Miami and Dallas throughout the month of April.
“In this financially challenging environment, the Hispanic consumer may be the only bright spot poised to deliver growth marketers can count on today,” said David Lawenda, president of Advertising Sales and Marketing. “This Upfront season we are on a mission to connect with every marketer and help them see what they are missing if they are not tapping the economic power of this fast growing consumer group.”
Lawenda added: “Univision is more than a media buy. We are a connection to a growing consumer group that is integral to every marketer’s business today.”
Today Hispanics account for more than 50% of the population growth in the nation. The number of Spanish speakers also continues to rise: 35 million in 2009, up from 32 million, just four years ago, with 82% of all Hispanics speaking Spanish at home.
In order to better serve existing and potential clients, Lawenda assembled an in-house team of notable media industry executives, including Lisa McCarthy, (previously with CBS and Viacom) and Peter Lazarus (previously with NBC). In addition, he recruited Graciela Eleta, a 20-year Procter & Gamble marketing veteran and multicultural expert. This team, armed with consumer, category and brand insights, advises clients from a total business perspective and deploys Univision’s proven TV, online, mobile, and radio assets to deliver results.
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