Univision Communications Inc. has grown rapidly over the past few years, adding new brands, audiences and even languages to its massive portfolio of media offerings. Meanwhile, research shows that UCI’s distribution and advertising clients’ businesses are evolving at a break-neck pace. Long-proven models are being reinvented as clients reassess their partnerships, investments and growth strategies. In these trying times, UCI made a strategic choice to clarify its position in this brave new world, highlighting its unique strengths and helping its clients reconsider how and why UCI should play an even larger role in their business.
The strategy was to develop a portfolio-wide B:B positioning, and a complementary launch campaign that evokes the breadth of UCI while featuring both the intense relationship that the company has with its loyal audiences AND the opportunity for clients to leverage those profound ties. UCI’s strategy called for a new narrative that spoke on behalf of the company, its brands, talent, executives and its loyal fans across America. The concept also needed to feel fresh, bold and disruptive. Internally, the concept was to speak to the power of a “Univision Nation”.
The “United We Stand. Together We Grow.” campaign was launched across multiple platforms, targeting existing and prospective B:B clients. Blanco-Lorenz developed the creative design for the print, video and digital advertising. The creative was featured in UCI’s annual Upfront presentation as well as a multitude of client-facing tactics that features the branding. Aesthetically, the campaign uses a re-interpretation of classic Americana or Patriotic imagery and language to further evoke the idea of BOTH a Univision Nation and the fact that this nation is a part of today's USA.