LOS ANGELES: Cross-cultural advertising agency Sensis has launched a new earned media practice led by Romina Bongiovanni.
Combining traditional PR, social media, content marketing, and experiential capabilities, the department is fully integrated with the agency’s digital, creative, strategy planning, and paid media services, according to Sensis president Jose Villa.
"Over the last couple of years, we have seen more demand from our clients and a shift towards digital content," he said. "We are putting more of an emphasis on owned and earned content, not just paid media, like we have historically done."
Roughly 12 clients are already working with the new practice, including UCLA Extension, E-Verify, and the US Food and Drug Administration.
Bongiovanni, who joined the firm last month as earned media director, reports to Villa. She directly oversees a team of four, as well as an extended team of six, explained Villa.
"She is taking over day-to-day management of all accounts we are offering earned media services for," Villa said, noting that she is based in the firm’s Los Angeles office. "[Bongiovanni] is also responsible for the growth of the department, and building out staff across our multiple offices."
Headquartered in Los Angeles, Sensis has offices in Atlanta, Georgia; Washington, DC; Austin, Texas; and Little Rock, Arkansas.
Bongiovanni joins Sensis from Journey PR & Marketing, a boutique firm she founded three years ago, which specialized in the US Hispanic market. She served as president of the venture.
Before that, she was an SVP at Edelman for nearly seven years, leading the firm’s multicultural practice in the US Western Region. While there, she managed account teams on behalf of Microsoft, Xbox, Zune, Starbucks, Levi's, Nestle, American Heart Association’s Go Red for Women, and The Latin Recording Academy, according to her LinkedIn profile.
Bongiovanni was president of the Hispanic Public Relations Association from January 2006 to December 2007.