NUVOtv and Starcom MediaVest Group Multicultural announce Upfront deal targeting the modern Latino audience

NUVOtv announced that it has reached a charter upfront agreement with Starcom MediaVest Group Multicultural. The buy covers SMG Multicultural’s broad client portfolio and will encompass traditional media placement, as well as customized marketing solutions that address the unique needs of the agency’s individual clients.“SMG Multicultural has been at the forefront of the total market approach, allowing research and change to drive media decisions to best suit its clients needs. As we embark on our brand refresh with Jennifer López as chief creative officer, SMG Multicultural has taken a leadership position with a strategic commitment across our network. This investment reflects SMG Multicultural’s leadership in the Hispanic marketplace, and validates the value of Modern Latino consumers and NUVOtv’s unique ability to deliver this audience with high quality original entertainment programming,” said Craig Geller, senior vice president, Ad Sales, NUVOtv. “SMG’s Latino Identity study demonstrated how culturally dexterous this community is. We believe NUVOtv is an example of this dexterity and we look forward to working together with them,” commented Lia Silkworth, executive vice president, managing director, Tapestry, part of SMG Multicultural. On July 1, NUVOtv unveiled a new on-air look featuring a progressive, sleek new logo and color palette along with the tag line – We Are It. Other rebrand initiatives include a full refresh of the network’s website, {www.mynuvotv.com}, and heavier program integration of NUVOtv talent and network partners.On July 18, the channel will premiere new original programming including Jennifer López: Her Life. Her Journey; House of Joy; A Step Away; Anjelah Johnson: The Homecoming Show and Mario López: One-on One.