Uva Uses Agency Smarts to Better Hype Univision

“When it comes to marketing, Univision has traditionally stuck to messages that reinforce how dominant it is among Spanish-language competitors such as Telemundo and Azteca America. But Joe Uva, former worldwide CEO of Omnicoms OMD, who joined Univision as CEO in April, is bringing some of his agency knowledge to bear on the networks outreach and advertising efforts.

A group of private equity investment firms acquired the network in March and set lofty goals for revenue growth. Uva said achieving that growth requires a far more sophisticated marketing plan, one that includes aggressively pursuing ad dollars allocated to English-language networks; selling more political ads; and, for the first time, charging cable and satellite operators fees to carry its programs.”

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