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Univision is getting into the experiential marketing business.
The company has launched its own in-house experiential marketing arm, UCI Live, which will partner with brands to create immersive events for consumers. The new effort, run by Rick Alessandri, evp of enterprise development for Univision, is meant to build on the young, diverse audience many of Univision's properties—including The Onion, El Rey, Gizmodo Media Group and Fusion—have.
"UCI Live will really be built upon the expertise we've had in-house," said Alessandri.
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