#Portada14: LatinWe’s Camila Suarez: “Brands now have to adapt to Celebrities”

#Portada14 kicked off with the Hispanic Music and Entertainment Marketing Forum in New York City’s Scholastic Auditorium. One of the most striking insights obtained by attendees was when Camila Suarez, Head of Endorsements at LatinWe.

Branded Entertainment Space Panel
Branded Entertainment Space Panel

Camila Suarez, Head of Endorsements at LatinWe, said that “brands now have to adapt to celebrity content and not the other way around.” Suarez’s comments reflect the shift in power between entertainment stars, brands and media properties brought by the popularity of Social Media.

The panel focused on Major changes in the Branded Entertainment Space and was moderated by XL Alliance Co-Founder and Managing Partner Enrique Arbelaez. In addition to Suarez, Maria Rios, Director, Multicultural Marketing & Media Strategy, Macy’s, Daniel Salcedo, Founder and Executive Producer, The Elevator TV and Andre V. Branch, National Account Sales VP at Macy’s Lancome USA participated as panelists.

Macy’s Maria Rios noted that Social Media influencers are having an increased role in Macy’s multicultural marketing strategy. The giant retailer is using 3 social media influencers in the Music space to connect with Hispanic audiences in the current Hispanic Heritage Month.  Rios highlighted that in order to reach out to Multicultural Milennials the use of digital and social media is crucial.

Andre Branch, National Account Sales VP – Macy’s Lancome USA, emphasized that looking for sincerity and authenticity in branded entertainment efforts is key.