Uva is expected to help Univision grab a bigger chunk of the ad dollars flowing into Hispanic media, where advertising growth is projected to outpace that of the overall ad market. Uva, who was head of sales and marketing at Turner Entertainment before jumping to OMD, brings an "impressive Rolodex" of both advertising and television industry contacts. "Converting ad dollars to Hispanic media is the real growth opportunity for Univision and Mr. Uva's track record addresses this pointedly," said Julio Rumbaut, an investment banker who focuses on Hispanic media. Uva's first task will be to burnish Univision's reputation on Madison Avenue. As the dominant Spanish language media company, Univision gained a reputation for hubris and playing hardball with advertisers, sources said. "They would like to get somebody like that who can bridge that divide," said one ad industry source. "They were arrogant for so long because they had a monopoly."