Hasta La Creative!

As Univision steals viewers from the English-language TV networks and makes a big play for their advertisers, marketing head Ruth Gaviria is behind the scenes pushing “a complete reset button” on the Spanish-language media giant’s outdated brand identity.

Colombia-born Ms. Gaviria brings a brand-management background that ranges from Procter & Gamble to publisher Meredith.  “We weren’t signaling to the community that we’re forward facing and digital and mean business,” she said.

Now Univision has a revamped master brand for the main network; second network Telefutura is reimagined as UniMas; digital is addressed in part with the launch of UVideos and audio with Uforia (note all the U’s). And Univision will have its first gateway to English viewers through an alliance with El Rey, a cable network to be launched by film director Robert Rodriguez.

Continue reading at AdAge.com