Univision Continues Ad-Sales Shake-up

Company Taps Two Execs to Oversee Integrated Media Platforms

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NEW YORK (AdAge.com) -- CEO Joe Uva continues to make his mark at Univision Communications. More hires from the English-language networks will be announced today as Univision restructures its sales approach.

Mr. Uva earlier hired David Lawenda from Viacom's MTV Networks as president-ad sales to oversee sales across all the media platforms at the biggest U.S. Spanish-language media group.
Peter Lazarus joined Univision last week as exec VP of network sales.
Peter Lazarus joined Univision last week as exec VP of network sales.
Previously, sales for different Univision divisions such as TV, radio and online were run separately; now it is easier for advertisers to make integrated buys.

Two key executives
Four months into Mr. Lawenda's new role, he is appointing two key executives who have worked across platforms at English-language networks to help oversee sales for all three Univision TV networks, as well as Univision Radio and Univision Online.

Peter Lazarus, a former sales exec at NBC who spearheaded the last two Olympic Games efforts before a nine-month stint at ING, joined last week as exec VP of network sales. And starting today, Lisa McCarthy will become exec VP of client development and partnership marketing. Ms. McCarthy comes to Univision from MTV, where she headed the now-defunct cross-platform sales group Viacom Plus.

Prior to these new hires, Mr. Lawenda said, sales at Univision had been very siloed and not as effective in offering solutions for clients' needs at the Spanish-language media group. Mr. Lazarus' new position will put him in charge of sales for all three TV networks: Univision, TeleFutura and Galavision, the biggest Spanish-language cable channel. Ms. McCarthy, meanwhile, will be working with all four divisions to "allow for a single dialogue with all our customers," Mr. Lawenda said.

Ms. McCarthy described her role as a "quarterback that understands [clients'] needs and thinks holistically across the portfolio."

Experience with Hispanic marketplace
Both new hires have some experience in the Hispanic marketplace. Mr. Lazarus worked at NBC Universal during the company's acquisition of Telemundo in 2001 and helped sell for the Spanish-language network during its Olympics coverage.
Lisa McCarthy, new exec VP of client development and partnership marketing at Univision
Lisa McCarthy, new exec VP of client development and partnership marketing at Univision
Ms. McCarthy's client list included MTV's U.S. Hispanic channel, which was relaunched in late 2006 as MTV Tr3s after the long-unsuccessful MTV en Español was scrapped.

After Mr. Uva, who was president-CEO of Omnicom Group's OMD, joined Univision in April 2007, following the company's sale to private-equity investors, multiplatform partnerships have become an increasingly important part of Univision's strategy, particularly as the network starts seeing consumption patterns among its viewers evolve. Last year it co-created a six-episode online telenovela called "Mi Adorda Malena" with Unilever's Caress. The web-exclusive miniseries recently got some airtime on the Univision TV network after a successful stint online.

"The relationships we have with our existing partners is getting deeper," Mr. Lawenda said. "We have an opportunity to help harness the full value of our portfolio and the deep connection and relationship we have with our consumers to help marketers and brands grow their business."
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