Spark Foundry Wins NBCUniversal’s Telemundo and Universo Media Business

The latter will be airing the Super Bowl LII in Spanish

Spark Foundry lands Telemundo and Universo media accounts. Universo/Telemundo
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Spark Foundry announced today it won the online and offline media buying business of broadcast network Telemundo and cable channel Universo, both brands of NBCUniversal Telemundo Enterprises.

The win comes just in time for the Super Bowl LII, which Universo will air in Spanish on Sunday.

“We’re thrilled to team up with these powerhouse Spanish-language networks,” Chris Boothe, Spark Foundry U.S. CEO, said in a statement. “Both networks have been riding a remarkable wave of ratings success, and we’re excited to leverage our multicultural and data expertise to continue bolstering their outstanding growth.”

The Publicis Media-owned agency, describing itself as a pioneer in multicultural media, said in a statement it beat out “fierce competition” to “eventually” win the account. Spark Foundry attributed its success to its “Hispanic and tune-in expertise,” along with its ability to tap into data and tech to produce solutions.

Spark Foundry will handle the account from its New York office, led by Stephen Paez, senior vice president and director of the agency’s multicultural initiatives.

The shop noted in its statement that it won the business from Telemundo and Universo’s “11-year incumbent.” That incumbent is Horizon Media, which retained the brands’ business when it last went up for review in 2015.

Horizon did not return a request for comment.

A person close to the matter said GroupM also participated in the review. A spokeswoman for the agency group deferred comment to Telemundo and Universo.

The person said Telemundo and Universo average about $20 million a year in total billings.

“Spark Foundry’s modern and innovative business approach, along with their national and global media experience, will be a huge asset to our marketing initiatives. I am confident this new partnership will increase Telemundo and Universo’s brand growth and exposure in the industry,” added Karen Barroeta, Telemundo Networks senior vice president of marketing and creative.

After the Big Game, Spark Foundry will be launching two upcoming series for Telemundo, Al Otro Lado del Muro (On the Other Side of the Wall) and Enemigo Intimo (Intimate Enemy), both set to primer on Feb. 21.

Al Otro Lado del Muro focuses on the journeys of two women, one from a humble background and one a prominent figure, as they cross from Mexico to the U.S. Enemigo Intimo is a drama about the reconciliation of a brother and sister separated by a childhood tragedy.


@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.
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