Univision Unveils Partnership Marketing Group

Univision Communications Inc. has created a Distribution Partnership Marketing Group (DPMG) to help distributors leverage the growing Hispanic consumer base to generate subscriber growth. Univision’s DPMG team helps distributors integrate their product or service with Univision’s assets to connect with Hispanics.

“Following the Census results which demonstrate that Hispanics are fueling growth across the nation, the entire industry is quickly moving to define and enhance strategies for capturing this consumer segment. Univision launched the Distribution Partnership Marketing Group to help distributors better unlock the Hispanic opportunity to deliver revenue growth,” said Tonia O’Connor, president, distribution sales and marketing, Univision Communications Inc.

Led by Jennifer Ball, SVP of distribution marketing, the team leverages Univision’s 50-year relationship with U.S. Hispanics, tapping into the company’s leading media assets as well as some of its most popular Hispanic personalities. The team works with Univision’s distribution partners to offer fully integrated, customized marketing campaigns and provide insights about Hispanic consumer trends, motivations for pay TV purchase considerations and media consumption behaviors.

“Over the past three years, 100% of the growth in TV households came from Hispanics and Hispanic TV households are projected to grow by another 34 percent by the end of the decade. Recognizing that many of our distribution partners don’t have the internal resources to deliver on the Hispanic growth opportunity, we have organized Univision’s Distribution Partnership Marketing Group to better serve our clients as marketing partners,” said Ball. “We are shifting the ‘taggable’ paradigm from the traditional distribution marketing discipline, by assembling a unique team in the industry to deliver customized solutions based on the needs and goals of our partners.”

Univision’s DPMG comprises a team with ad sales, consumer marketing, creative, production and agency backgrounds. The team works with distributors to assess their needs and develop and implement strategies that drive growth.