Univision launches integrated consumer engagement group


Univision Communications new unit, the “Innovation Marketing Team (IMT),” is designed to further the company’s ability to develop multi-platform, integrated marketing programs. The new team, led by Luis de la Parra, a 16-year Univision vet who has been promoted to SVP, will report into Cynthia Ashworth, SVP, Univision’s Innovation Marketing Team.

IMT is responsible for the ideation and execution of multi-platform concepts across Univision Communications – Network TV, Local TV and Radio, Online and Mobile. The mission of this platform-agnostic team is to develop insight-driven, 360 degree marketing programs that harness the power of Univision’s content, and its unrivaled connection with Hispanic consumers, to support clients’ marketing objectives.

 “Over the last couple of years, Univision has set and raised the bar in developing creative marketing solutions for our partners,” said David Lawenda, president of Ad Sales and Marketing. “The development of the Innovation Marketing Team will solidify our leadership and elevate our ability to deliver best-in-class integration opportunities across our platforms to achieve our partners’ business objectives.”

Additionally, Mark González, a Madison Avenue vet with more than 20 years of experience, has joined Univision as VP and creative director in the Innovation Marketing Team.

De la Parra served as executive producer for Network shows “El Grito de Mexico” and “El Desfile de las Rosas”.  Most recently he served as director of On-Air promotions for the Univision Network where he had a key role launching “Eva Luna”, “¡Mira Quien Baila!”, and the FIFA World Cup 2010TM among other primetime and day time shows.

González’ experience in both creative and management roles at top advertising agencies will be an invaluable resource to the company. His career includes work with McCann Erickson, GlobalHue, The Bravo Group, Cartel Creativo and JWT, among others.