As Hispanic media owners aggressively push the latest Census data to encourage marketers to spend more money in their segment, Univision Communications is ramping up its client-development group, doubling spending on the in-house unit to $20 million and adding about 20 new hires, many from senior roles at major marketers such as Hyundai and Mars.
The Spanish-language media company is setting up category teams to focus on areas with major growth potential like auto, entertainment, restaurants and health care. For the auto team, Univision has hired 12 people who spent their careers on either the client or agency side in car marketing, including two researchers. The new auto team is headed by Paul Sellers, formerly VP-marketing at Hyundai.
Univision has also hired Michele Kessler, former VP-global chocolate strategy at Mars, for the consumer-packaged-goods team, and Alex Galindez, who was director-multicultural marketing at Burger King, for the restaurant team. The company has even picked up a video-gaming expert from MTV Networks.