NBCUniversal & Telemundo Launch Co-Lab

NBCUniversal Telemundo Enterprises' Digital and Emerging Business division today announced the launch of Co-Lab, a new social native strategic unit focused on engaging millennial audiences through social content and native video experiences. Co-Lab will engage 'Generation M' (millennial, mobile, multicultural) and 'Generation Z' through the co-creation of native experiences that are authentic to the social mobile user and provide an organic brand extension to partners' marketing efforts. The unit will provide best-in-industry practices and insights in the development of social video content, anchored on brand strategies and consumer passion points. Leveraging Co-Lab's multicultural expertise and NBCU Telemundo Enterprises' more than 60 million social fans and followers, brand marketers and agency partners can actively participate in the co-creation process with diverse social influencers and talent alike. Co-Lab will support its partners through strategic ideation, production and real-time publishing, resulting in engaging content that ranges from visual animation and short-form clips to immersive video series.

This new unit will be led by Ayan Valle, who has been promoted to Vice President, Digital & Social Partnerships, NBCUniversal Telemundo Enterprises. In his new role, Valle will be responsible for developing and executing the Social Native Video strategy across the NBCU Telemundo Enterprises portfolio, in partnership with top brand marketers and agencies. He will continue to be based in Miami and report to Borja Perez, Senior Vice President, Digital & Social Media, NBCUniversal Telemundo Enterprises.

"Under Ayan's leadership, our digital and social audiences have grown double-digits in 2015, making Telemundo the #1 network on Facebook four months in a row, and a top 10 U.S. Social Brand," said Borja Perez, Senior Vice President, Digital & Social Media, NBCUniversal Telemundo Enterprises. "With his proven track record and expertise, and our new CO-LAB unit, we will continue to provide our clients and audience groundbreaking content and further strengthen our position as industry leaders."

Previously, Valle was Director of Digital & Social Media for TELEMUNDO, where he was responsible for the development and activation of branded programs in multi-platforms, including Digital, Social Media, VOD & Social TV. He led the strategic planning and campaign management for top brands and their respective partner agencies, resulting in top recognitions at the ANA, IAB, NAMIC & Effie Worldwide awards.

Prior to TELEMUNDO, Valle was previously Account Supervisor at Zubi Advertising, leading Unilever's inter-agency team. During his tenure there, he managed the Ford Motor Company account for seven years, overseeing the successful launch of multiple vehicles, and Effie award-winning campaigns. Valle started his career at JWT, as part of Kodak's Latin America Pan-Regional team and held posts at Ogilvy-affiliate De La Cruz Group handling the Royal Caribbean International business.

Born in Cuba and raised between Venezuela and the U.S., he holds an MBA in Management from NSU's Huizenga School of Business, and received a Bachelor of Science degree in Mass Communication from Florida International University.

Source: Aggregate totals: Facebook Insights, Twitter Analytics, various social platforms; Shareablee, May-July 2015; Shareablee, Top 25 Social U.S. Brands July 2015

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