• by Joe Mandese  @mp_joemandese, May 3, 2023

Just in time for 2023-24 upfront negotiations, Spanish-language programming giant TelevisaUnivision has announced a deal naming Interpublic's R&CPMK unit the exclusive brand integration placement shop.

The deal, which represents a one-year exclusivity, makes R&CPMK, a unit of Interpublic's Octagon Sports & Entertainment Network, responsible for all integrations for TelevisaUnivision content, including daytime shows such as "Despierta América;" scripted programs including "El Amor Invencible;" and unscripted shows such as "Mira Quién Baila," "Mi Famoso y Yo," and "De Noche Pero Sin."

Importantly, R&CPMK President Growth Innovation & Platforms Corey Silverman tells MediaPost that the actual executions will be produced by the networks' production units, and will be seamlessly integrated into the spirit and style of the programming, as well as its talent.

The photo of a San Pellegrino brand integration with actor Stanley Tucci's "Searching For Italy" series was taken from R&CPMK's sizzle reel and is only for illustration purposes, and not necessarily the kind of deal the agency might develop for TelevisaUnivision.

While integration deals negotiated by R&CPMK aren't necessarily exclusive to Interpublic shops, they have a ground floor opportunity to develop them through he agency, which will be utilizing its proprietary "UpstreamPOP" brand integration platform to match brands, talent and programming, Silverman says.

The platform, which debuted in June 2022, has been used by major brands, including Heineken, Cisco, and others so far.