NEW YORK: Porter Novelli has appointed Univision Interactive Media executive Diana Valencia to serve as SVP of multicultural communications, a newly created position at the agency.
Valencia, who most recently served as senior director of mobile sales development at Univision, started at Porter on January 14. She is reporting to Darlàn Monterisi, the recently named EVP and MD of the firm's New York office.
One of her main goals is to build Porter's multicultural marketing practice and help clients grow relationships with African-Americans, Asian-Americans, Hispanics, and the LGBT community, said Valencia.
“It's a great economic opportunity for our clients and brands because together [multicultural demographics'] spending power is more than $3 trillion. It's an opportunity that clients can't miss, and it will be part of their overall strategic endeavors,” she explained.
Valencia will work with practices, such as technology, consumer, and health and wellness, across its US network to help clients engage and market to a “multicultural nation,” she added.
During her five-year stint at Univision, Valencia most recently served as senior director of mobile sales development and lead of strategic operations for the discipline. Before that, she was director of mobile content and services at the media company.
She also spent a little more than three years at Verizon Wireless, serving as multicultural marketing and segmentation manager. Prior to that, she worked at the company as advertising consultant for both the Hispanic and general market.
“The primary goal and the reason why I'm here is to build the multicultural practice and focus on all of the multicultural demographics,” Valencia said. “The idea is to expand the multicultural practice to include all of the communities.”
Sonia Sroka, former SVP and director of Hispanic marketing at Porter, developed the Omnicom Group agency's multicultural marketing practice. She left the firm last November to join Edelman as EVP and group head of multicultural marketing.
This article was updated on January 31 to correct Valencia's title. She is SVP of multicultural communications.