Mediapro is rebranding to Imagina to signal a strategic shift toward an integrated service model and distance the company from past leadership and contract challenges. The agency continues to manage international audiovisual rights for LaLiga through 2029 while expanding its portfolio in production, entertainment, and virtual advertising.
The Mediapro Imagina rebrand reflects a necessary pivot as rights holders increasingly bring capabilities in-house, forcing agencies to offer integrated technical services rather than just distribution. By adopting a horizontal service model, the company aims to stabilize its reputation following the collapse of its Ligue 1 deal and the loss of domestic LaLiga production duties. This shift highlights a broader industry trend where traditional middlemen must evolve into full-stack technology and production partners to remain viable. Watch for whether this restructuring helps the firm secure a contract extension with LaLiga beyond the 2028/29 season as the 'Peak' joint venture gains influence.
Mediapro has rebranded to Imagina to unify its production, distribution, and OTT services under a new integrated model. Led by CEO Carlos Nunez, the company is pivoting away from traditional rights models toward virtual advertising and social-first content, aiming to stabilize its reputation following leadership departures and recent contract losses.
The rebrand marks a strategic shift toward an integrated service model, focusing on production, virtual advertising, and social-first content rather than traditional rights models.
Carlos Nunez is the new CEO leading the company through this strategic transition.
Yes, the company retains international audiovisual rights for LaLiga through the 2028/29 season, excluding the North America and MENA regions.
No, all three founding partners—Tatxo Benet, Jaume Roures, and Gerard Romy—have departed the organization.
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