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Telemundo Looking To Overtake Univision With 2018 World Cup Broadcasts

Telemundo, which is "on the heels" of longtime Spanish-language leader Univision, has a "chance to get a huge ratings kick" with its broadcast of the 2018 World Cup, according to E.J. Schultz of ADVERTISING AGE. While the event is still more than a year away, the NBC Universal-owned network's marketing strategy is "beginning to take shape with the hiring of a new agency to handle the assignment." Anomaly, which has sought to "shake up Hispanic advertising by taking a pluralistic approach," will take the lead role on strategy and creative duties. It is a "high-stakes" assignment for the agency and Telemundo. Anomaly, a general market agency, has been "trying to compete" with traditional Hispanic shops with its "Last Silo" approach that seeks to "take on the conventional wisdom that Hispanic marketing must be isolated." The World Cup is a "sporting and cultural juggernaut" that gives the agency "a shot to shine on one of the biggest stages in the Hispanic market and beyond." Emmy-award winning journalist, former correspondent for Univision and Telemundo and MediaMoves.com Founder & Publisher Veronica Villafañe said, "This is a huge deal. It's going to be a very expensive deal, but I think it's a deal that is positioning Telemundo as a much stronger broadcaster." Telemundo in '11 outbid Univision for the '18 and '22 Spanish-language rights to the World Cup in a deal worth a reported $600M. The "hype" began on March 8, when Telemundo began its 100-day countdown to the FIFA Confederations Cup in Russia that runs from June 17-July 2. Plans include 200 hours of coverage on Telemundo and sibling station NBC Universo (ADVERTISING AGE, 4/18).

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