What: Isaac Lee has decided to step down from his role as Chief Content Officer and start his own production company after almost eight years in Univision.
Why it matters: Even before becoming Chief Content Officer in 2017, Lee was in charge of an important part of Univision’s content. He recently created a joint task force with Televisa that has aided UCI’s ability to compete in the media marketplace.

Univision Communications Inc (UCI) has announced the resignation of Chief Content Officer Isaac Lee, who joined the company in 2011. Lee led Univision News, Univision Digital and later all content including The Root, The Onion, and Gizmodo Media before taking the role of Chief Content Officer of UCI and Televisa in 2017. During his tenure, Univision News won more than 100 journalism awards. 

“I want to thank Isaac for leading Univision’s content team with integrity and courage and helping elevate and position Univision in mainstream American media,” said Haim Saban, Chairman of the UCI Board. “He understood the relevance that Univision has for Hispanic America and served the audience well. Isaac has vision and knows how to execute. I wish him well and expect more exciting things from him in the future.”

Lee created Story House Entertainment, a Los Angeles-based content development hub in charge of producing scripted and non-scripted programming in English and Spanish. Story House Entertainment developed three seasons of the popular series El Chapo, co-produced with Netflix, as well as a series of documentaries including Hate Rising, Residente, Outpost, and the award-winning documentary Science Fair, which won Sundance’s Audience Award in 2018. Now, Lee will start his own production company.

“I want to thank my extraordinarily talented and hard-working colleagues at Univision, as well as Haim and the entire Board, for all the support I have received in my nearly eight years at UCI,” said Isaac Lee.

Lee’s resignation comes a month after Randy Falco’s exit from the company, and right in the middle of the quarrel with Dish over a failed contract renovation, which has left Univision, UniMás, and Galavisión out of transmission through Dish companies.

What: Univision Communications Inc. has announced that Vincent Sadusky will succeed Randy Falco as CEO of the media company.
Why it matters: Randy Falco was President and Chief Executive Officer for 8 years. He is seen as the responsible for UCI becoming a modern media organization with a significantly improved balance sheet. This CEO transition is a big step for the company.

U.S.-Hispanic-focused media company Univision Communications Inc. has announced that Randy Falco, whose retirement as President and CEO was communicated a few weeks ago, will step down from the role on June 1st. He will remain an advisor to the Company through the end of 2018 to ensure a smooth transition. Vincent Sadusky, former Chief Executive Officer of Media General, will succeed Falco as CEO and will also become a member of the Univision Board of Directors.

“Over the last eight years, Randy has led the transformation of UCI into a modern media organization with a diverse portfolio of assets, sterling brands and content that audiences and marketers want, backed by strong earnings growth, a significantly improved balance sheet and a team of motivated and purpose-driven employees,” said Haim Saban, Chairman of the Board of Directors of UCI. “Randy has always recognized and embraced Univision as an incredibly unique company with a mission and vision that goes well beyond traditional media.”

Randy Falco by Allison Michael Orenstein

“Leading UCI has been one of the most personally and professionally rewarding experiences of my life. So much has changed –and will continue to change– in the media landscape but through it all one thing remains true: no other media company serves and supports Hispanic America like UCI, something that is more important than ever in our world today,” commented Falco. “I believe wholeheartedly in UCI’s mission and vision and am confident that the Company will remain on a path for continued success with Vince leading the way.”

Sadusky has been an active participant in the media industry throughout his career, serving as a board member of Hemisphere Media Group, the National Association of Broadcasters and NBC Affiliates. Sadusky currently serves on the board of directors of International Game Technology. He received a Master of Business Administration from New York Institute of Technology and a Bachelor of Science in accounting from Pennsylvania State University, where he was a University Scholar.

Sadusky commented, “It’s an honor and privilege to have the opportunity to serve as CEO of UCI, a company I have long admired for its important mission to serve as a lifeline and advocate for its community, and the strong bonds it has built with its audience. I am eager to work with UCI’s talented team to enhance the Company’s leadership position and underscore its crucial role as a source of news and information. Over the last few months, UCI has taken a number of steps to evolve and thrive in today’s rapidly changing media environment and I am committed to ensuring the Company is in the best position possible to serve its audiences for decades to come.”



What: UCI, IPG Media Lab, and MAGNA have revealed the results of their study “Marketing to the Hispanic Mindset”.
Why it matters: In-language and in-culture video ads are more engaging for Hispanics, at times twice as effective as non-contextual targeted ads.

“Marketing to the Hispanic Mindset”, a new study by Univision Communications Inc (UCI) in partnership with IPG Media Lab, and MAGNA (an intelligence and innovation unit within IPG Mediabrands), has proved that contextual targeting in digital video ads can double purchase intent among Hispanics.

Marketers need to understand how to strengthen their connection to Hispanics, whose spending power is projected to reach $1.7 trillion by 2019 and grow by 85% over the next 10 years. The study, conducted across mobile and desktop devices, focused on how topic, language, and culture have an effect on the relationship between consumers and brands.

Source: “Marketing to the Hispanic Mindset”, MAGNA/UCI/IPG

“We’ve long known the benefits of tailoring brand ads to reach U.S. Hispanics via Spanish-language content and Hispanic cultural nuances,” said Roberto Ruíz, EVP of Research, Insights & Analytics at UCI. “By using breakthrough technology to conduct research on mobile devices and utilizing facial coding technology, this study goes a step further to prove that the content used while running an ad is just as important.  We found that ads created to reach the Hispanic consumer work best when they run alongside in-language and in-culture content, helping marketers create deeper and more meaningful connections with this burgeoning demographic.”

One of the key findings was that language and cultural targeting are important for deepening relationships between consumers and brands, as they capture and maintain the user’s attention throughout the ad, allowing the brand to communicate its message successfully. According to the study, language-targeted ads are twice as effective among total Hispanics, while for Spanish dominant Hispanics, language targeting increased brand relevance.

Moreover, facial coding showed that Hispanics see cultural targeting as a better experience in mobile devices: 60% among the 6,000 interviewees showed more emotion when watching culturally targeted ads than non-culturally targeted ones. In-culture ads were twice as effective at making consumers wanting to recommend the brand more.

“We have intuitively known that context is important in advertising, but we were surprised to see the exact same ad performed best by addressing language and culture,” said Kara Manatt, SVP, Intelligence Solutions Strategy at MAGNA. “We were pleased to be able to explore this topic in depth, especially given the purchasing power of the Hispanic audience.”

For the study, the representative Spanish-speaking sample could select video content according to their preferences. Participants were randomly shown a control or test video ad, which ran as pre-roll. Facial coding technology was then used to record attention and emotions throughout the duration of the video played on each device: webcam for PC and camera for smartphone. The impact of the same ads was compared to each other, allowing researchers to understand the effect of context while tracking differences of effectiveness in individual ads.