Univision signs its largest single-agency deal with Starcom USA and Tapestry

Starcom USA and its multicultural agency Tapestry have announced a finalized 2012 to 2013 Upfront deal with Univision Communications, making it the largest single-agency Upfront deal ever conducted by Univision. The deal will take a video neutral approach, encompassing all of Univision’s properties, which include two network broadcast networks, three rated cable channels, local TV and radio stations, and Univision’s online, mobile and social video destinations.“This deal emphasizes that the shift happening in the marketplace is real — one that mirrors the changing demographics of this country and the new American reality that the Hispanic boom is driving” said David Lawenda, president of Advertising Sales and Marketing of Univision Communications Inc. “Starcom USA and Tapestry recognize that Univision provides an effective solution to balance their clients’ media plans and deliver all target consumers in today’s multicultural and bilingual nation. Univision delivers extraordinary levels of engagement with a young, tech-savvy audience and marketers are actively re-balancing their media plans to tap into the growth that only Univision offers.”According to Mike Rosen, president of Activation at Starcom USA, a key element to the deal is breaking down the walls between traditional TV and digital video.