Univision Communications Doubles Down on Consulting Group

The Spanish-language media company will invest nearly $20 million annually in its effort to educate and potentially land new marketers.

NEW YORK - Ahead of its upfront presentation later this week, Univision Communications on Monday announced the expansion of its Client Development Group that consults and helps marketers explore and tap into the market of Hispanic media audiences.

The Spanish-language media giant said it will double its investment to nearly $20 million annually to elevate its consulting services and research offerings for marketers looking to explore the Hispanic market. Univision described it as "a burgeoning $1 trillion economy."

The CDG team, launched in 2008, consists of 50-plus veterans from media, marketing and agency backgrounds who consult marketers as they develop and execute marketing strategies to drive sales with Hispanics.

The CDG team has helped the company activate more than 150 new brands, including Dr. Pepper, H&M, Microsoft Xbox Kinect and Samsung, Univision said.

“Univision recognized that the 2010 Census would be a tipping point, revealing 50 million Hispanics in the U.S., but that most marketers would need support to go beyond that number to figure out how their brand should effectively engage with Hispanic consumers,” said Randy Falco, executive vp and COO of Univision Communications. “The expansion of our Client Development Group demonstrates that we are following our own advice and are increasing our investment in serving the fastest growing consumer segment in the nation.”

As part of its increased research, the company said it will later in the year release an in-depth healthcare project that will help understand differences between Hispanic and non-Hispanic patients from diagnosis to treatment.

Email: Georg.Szalai@thr.com

Twitter: @georgszalai

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