Company: Univision Communications Inc.
Company Description: Univision Communications Inc. (UCI) is the leading media company serving Hispanic America with a multiplatform portfolio of properties including broadcast and cable networks, digital, mobile and radio.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Department of the Year

Nomination Title: Univision Communications Inc Corporate Marketing Department

Tell the story about what this nominated organization/department achieved since January 1 2013 (up to 525 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Midnight of January 1, 2013, marked the start of a tremendous year of growth, change and innovation for the UCI Corporate Marketing Department. That precise moment is when the new Univision Network brand identity was revealed on air, giving life to work that had started the year before with the rebrand of the UCI parent brand. Soon after the Univision Network rebranded, the team spearheaded the rebrand of the TeleFutura Network into UniMas, the rebrand of Univision Radio into Uforia, sonic branding for the parent brand as well as the two broadcast networks and 30+ radio stations, and the rollout of several new partnership brands, such as Boutique Univision.

While many companies the size of UCI take on only one major brand refresh at a time, UCI sought to take a fresh approach to the entire portfolio of brands in order to signal to external constituents the change that was taking place internally to keep pace with and even lead the rapid changes going on across the media industry. The Corporate Marketing team rose to this unique challenge.

Not only was this a creative challenge to stretch and refresh brands with unrivaled equity, it was also a test of the ability to manage change. The team diligently enrolled key stakeholders across the company to each brand's new identity and the implications that surrounded that (changing tangible assets, signage, news trucks, websites, etc). They also created new processes to facilitate the communication and implementation of changes, such as interactive games on the company's intranet site, Brand Essence Books to guide creative teams to create consistently, and internal and external awareness tactics.

This all took place during a period of rapid transformation and success across UCI, which this team was called upon to publicize in trade campaigns. One such moment was when Univision Network surpassed all other networks regardless of language to rank no. 1 in July Sweeps--an accomplishment for which the Corporate Marketing Team led the creation of a full-page ad that ran in such major publications as The New York Times. This event was named one of the top marketing moments of 2013 by Huffington Post.

By 2014, the Corporate Marketing Department evolved into a full in-house branding agency and continues to develop new and existing brands in the UCI portfolio.

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Provide a brief (up to 125 words) biography about the leader(s) of the nominated organization/department:

Ruth Gaviria is EVP of Corporate Marketing for Univision Communications Inc. (UCI), the leading media company serving Hispanic America. She is responsible for developing and implementing the Company’s overall marketing and brand strategy.

Prior to joining UCI, Gaviria served as VP of Hispanic Ventures for Meredith Corporation where she created and launched the Spanish-language lifestyle magazine, Siempre Mujer. She also oversaw the continued development of Meredith’s Hispanic portfolio of brands including SiempreMujer.com, Ser Padres, Espera and Bebe.

Gaviria is considered an expert in the Hispanic consumer market with 25 years of brand experience including the launch of 27 packaged goods and media brands. In 2013, she was named one of Advertising Age’s Top Women to Watch and one of CableFax’s Most Powerful Women in Cable.