The Client Development Group (CDG) expansion aims to help marketers tap into a burgeoning $1 trillion economy created by Hispanics in America. As part of the expansion, Univision is investing nearly $20 million annually to elevate its consulting services and research offering. Univision’s CDG, launched in 2008, includes 50+ marketing, media and advertising veterans with significant consumer and category expertise spanning Consumer Goods (Procter & Gamble, Mars), Automotive (Hyundai), Healthcare (SDI Health), Restaurants (Burger King), Beverages (VitaminWater), Finance (MasterCard), Consumer Electronics (Best Buy) and Agency (kirshenbaum bond + partners, The Vidal Partnership).
Headed by Lisa McCarthy, EVP/Univision’s Client Development Group, CDG has activated more than 150 new brands – including Cymbalta, Dr. Pepper, H&M, Microsoft Xbox Kinect, Samsung and Starbucks – to Univision by consulting and executing on strategy development, Hispanic consumer insights, creative and marketing services and measurement.
“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, Univision EVP/CFO. “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 the expansion, Univision is also enhancing its proprietary research offering. Univision has recently conducted studies/ethnographies spanning consumer electronics, male grooming and beauty. Later this year, Univision will release one of the most in-depth projects ever in the healthcare arena to better understand the differences between Hispanic and non-Hispanic patients from diagnosis to treatment.
