Cross-cultural advertising agency Sensis has created a new department called Earned Media Practice that combines traditional PR, social media, content marketing and experiential capabilities. These functions are fully integrated with the agency’s digital, creative, strategy planning and paid media services.

According to a recent Content Council and Ad Age White Paper (2015), content marketing averaged about 12.6 percent of marketing budgets two years ago. Since then, it has nearly doubled to 23.3 percent. It is estimated that content will account for about a third of marketing budgets by 2017.

“We have already seen a significant demand for content marketing, social media and public relations from our clients,” said Sensis president, Jose Villa. “Our new Earned Media department will stay true to Sensis’ cross-cultural essence while meeting the specific skill sets required by our current and future clients.”

Sensis has named Romina Bongiovanni Earned Media director. He will oversee the agency’s vertical growth while ensuring a holistic, 360 approach to client services.

“Consumers engage with marketing content that is true to the source and rooted in their own beliefs, wants and aspirations,” said Bongiovanni. “The role of the Earned Media department at Sensis is an exciting one as it offers consumer-lifestyle and market-specific point-of-views while considering the industry landscape, organic touch points, and our clients’ value proposition to elaborate our campaigns.”

Bongiovanni has more than 17 years of experience in communications and marketing. Formerly Senior Vice President of Edelman Multicultural and founder of her own boutique firm, Journey PR & Marketing, Bongiovanni has spearheaded campaigns for many of the world’s most popular brands and institutions, including Microsoft, Levi’s, Starbucks and American Heart Association’s Go Red for Women. A former President of the Hispanic Public Relations Association (HPRA), Romina has also held leadership roles at top U.S. Hispanic agencies, RL Public Relations and La Agencia de Orcí.

As part of the efforts during the Hispanicize conference, the agency is using #Sensis360 to drive the conversation about its market insights and client service offerings.