Spanish sports and media giant Mediapro has announced a major strategic expansion with the launch of its new business unit, Brands&Xperiences. The move aims to streamline commercial operations and provide a more robust service suite for global advertisers.
A New Hub for Experiential Marketing
The Brands&Xperiences division is designed to be a one-stop shop for brands looking to penetrate the sports and entertainment markets. According to the company, the unit will manage:
- Commercial Operations: Perimeter advertising and high-impact sponsorships.
- Digital & Strategy: Social media management and data-driven market research.
- Bespoke Services: Custom event production and experiential exhibition design.
Javier Buendía to Lead Commercial Strategy
To spearhead this initiative, Mediapro has appointed Javier Buendía. A veteran with over 30 years of experience in the media landscape, Buendía has a proven track record across TV, radio, and digital platforms.
Before joining Mediapro, Buendía held senior leadership roles at Atresmedia and Grupo Godó, and most recently led sales for the programmatic firm Oniad. His expertise is expected to bridge the gap between traditional broadcasting and modern digital advertising solutions.
Leadership Shuffle: The New Executive Era
The launch coincides with a significant shake-up in Mediapro’s C-suite, orchestrated by majority shareholder Orient Hontai.
- Sergio Oslé: The former CEO of Telefonica has officially taken over as Executive Chairman, replacing co-founder Tatxo Benet.
- Carlos Núñez: Appointed as the new CEO, Núñez will report directly to Oslé to drive the company’s global expansion.
- Tatxo Benet: While stepping down from the top executive role, the co-founder remains a pivotal figure in the company’s history alongside Jaume Roures.
Mediapro stated that these changes are part of a broader goal to “anticipate entertainment market trends” and deliver forward-thinking solutions to international clients.