Since 2018, one of the key revenue drivers for Entravision Communications — the multimedia company focused on serving U.S. Hispanic consumers — has been Headway.
That’s the Barcelona-based ad tech company that serves as Entravision’s programmatic advertising business unit.
As of today, it has a new leader — one charged with bringing digital revenue back into positive territory following a decidedly glum Q1.
Now in the role of CEO at Headway is Luis Barrague.
He’s been a COO and partner in Headway since February 2015 and, before that, was a VP of Mobile, creating the division for Headway in Argentina.
Barrague came on board at Headway in November 2013, after launching Six Markets and serving as COO of the Buenos Aires-based performance mobile agency.
As Headway’s Chief Operating Officer, Barrague has led the company’s global operations, including its technology and product initiatives, and also the company’s acquisition of Smadex, a company specialized in campaign optimization for branding and performance through a mobile platform DSP.
“I look forward to my new role and I’m excited for the opportunities ahead as we continue to connect our clients with engaged audiences, grow their businesses, and build lasting partnerships,” Barraque said in prepared comments.
Entravision Chairman/CEO Walter Ulloa added, “Headway and our digital businesses are an important part of Entravision. Luis has provided crucial leadership in many key initiatives and I am excited for the future of Headway under his leadership.”
Barrague’s ascent at Headway comes as Entravision comes off a dismal Q1 in which digital revenue — now it’s second-biggest profit driver behind TV — plummeted by 21%, to $14.5 million.
But, the company acknowledged that shifts to programmatic platforms are driving revenue trends. As such, Headway’s success is integral to that of Entravision.
Entravision’s overall net revenue decreased to $64.7 million from $66.8 million.
Of the overall decrease, approximately $3.8 million was attributable to the digital segment and was primarily due to declines in both international and domestic revenue.
“The decline in revenue is driven by a trend whereby revenue is shifting more to automated self-service platforms, referred to in our industry as programmatic revenue,” Entravision explained at the time of its Q1 2019 earnings release.