Cultural Power Play: What Brands Can Learn from the Rise of Latin Culture
Thursday, June 25, 12:30
Latin culture has evolved into a global growth engine, propelled by artists like Bad Bunny, Karol G, and Rauw Alejandro and cemented on stages like the Super Bowl and Coachella. This panel unpacks how cultural relevance is built at the intersection of music, media, and brand strategy, and what brands and agencies need to understand to engage authentically with one of the most influential audiences shaping global marketing today.
Moderator:
Florencia Franceschetti, Managing Director, TogetherWith
Florencia Franceschetti is Managing Director at TogetherWith, a global independent creative agency focused on building human brands through the intersection of culture, storytelling, and machine intelligence. Based in Miami, she is an award-winning communications strategist and journalist with more than 12 years of experience leading go-to-market strategies and culturally driven campaigns across the U.S. and Latin America.
Recently recognized with two Webby Awards for Best Use of AI and Best Community Engagement, Florencia is part of the leadership team behind work for TogetherWith clients including Jeep, Philips, Dell, and KFC, helping shape storytelling-driven campaigns that connect authentically with diverse audiences. With an extensive background in journalism and music media, including a Music Editor role at Miami New Times and contributions to Bandcamp Daily and The Miami Herald, Florencia brings a unique cultural perspective to the campaigns and narratives she helps shape today.
Florencia Franceschetti is Managing Director at TogetherWith, a global independent creative agency focused on building human brands through the intersection of culture, storytelling, and machine intelligence. Based in Miami, she is an award-winning communications strategist and journalist with more than 12 years of experience leading go-to-market strategies and culturally driven campaigns across the U.S. and Latin America.
Recently recognized with two Webby Awards for Best Use of AI and Best Community Engagement, Florencia is part of the leadership team behind work for TogetherWith clients including Jeep, Philips, Dell, and KFC, helping shape storytelling-driven campaigns that connect authentically with diverse audiences. With an extensive background in journalism and music media, including a Music Editor role at Miami New Times and contributions to Bandcamp Daily and The Miami Herald, Florencia brings a unique cultural perspective to the campaigns and narratives she helps shape today.
Panelists:
Flor Palazzolo, Partnerships and Operations for Rauw Alejandro, Civil Mafia
Flor Palazzolo is a business strategist, entrepreneur, and founder of Civil Mafia, a culture-led media and innovation company helping brands connect with audiences through data, content, fandom, and technology. Originally from Argentina and based in Miami, Flor works at the intersection of culture, entertainment, media, innovation, and business growth, helping brands and talent turn audience passion into measurable impact through strategic thinking, creative solutions, and scalable systems.
Flor currently leads brand partnerships and operations for Latin music global superstar Rauw Alejandro, serves as a growth partner for LatiNation Media and Leader Entertainment, and has built strategic partnerships and growth solutions across media, advertising, and entertainment with a focus on multicultural audiences, mainstream influence, and innovation-driven growth.
She is also the founder of the Civil Mafia Foundation, supporting community impact through sports, arts, education, and wellness.
Flor Palazzolo is a business strategist, entrepreneur, and founder of Civil Mafia, a culture-led media and innovation company helping brands connect with audiences through data, content, fandom, and technology. Originally from Argentina and based in Miami, Flor works at the intersection of culture, entertainment, media, innovation, and business growth, helping brands and talent turn audience passion into measurable impact through strategic thinking, creative solutions, and scalable systems.
Flor currently leads brand partnerships and operations for Latin music global superstar Rauw Alejandro, serves as a growth partner for LatiNation Media and Leader Entertainment, and has built strategic partnerships and growth solutions across media, advertising, and entertainment with a focus on multicultural audiences, mainstream influence, and innovation-driven growth.
She is also the founder of the Civil Mafia Foundation, supporting community impact through sports, arts, education, and wellness.
Gisella Fu-Ripp, SVP of Sales, Strategic Partnerships, LatiNation Media
Gisella embarked on her media journey over two decades ago, beginning at Univision and navigating through the dot-com bubble era at Latino.com. She then ventured into selling local radio at Univision radio, before returning to national TV. Her extensive experience includes Senior sales roles at prominent media companies such as Telemundo, Azteca TV, Discovery en Español, and GolTV.
She has worked 13 years at LatiNation, formerly known as LATV – Latino Alternative Media Solutions, the leading Hispanic-focused digital network serving bilingual bicultural Latinos in the US. Gisella recently won the Cynopsis Top Women in Media Award as an Ad Sales superstar. Currently serving as Senior Vice President of Sales and Strategic Partnerships, Gisella oversees and drives revenue goals encompassing multi-platform media sales which include Linear, CTV/OTT , and social influencer campaigns. Her unwavering passion for the industry is evident in her dedication to amplifying Latino voices and reshaping cultural narratives.
Outside of her professional endeavors, Gisella finds joy in traveling with her friends and family, cherishing moments with her son Josh, who is currently thriving in his third year at university.
Gisella embarked on her media journey over two decades ago, beginning at Univision and navigating through the dot-com bubble era at Latino.com. She then ventured into selling local radio at Univision radio, before returning to national TV. Her extensive experience includes Senior sales roles at prominent media companies such as Telemundo, Azteca TV, Discovery en Español, and GolTV.
She has worked 13 years at LatiNation, formerly known as LATV – Latino Alternative Media Solutions, the leading Hispanic-focused digital network serving bilingual bicultural Latinos in the US. Gisella recently won the Cynopsis Top Women in Media Award as an Ad Sales superstar. Currently serving as Senior Vice President of Sales and Strategic Partnerships, Gisella oversees and drives revenue goals encompassing multi-platform media sales which include Linear, CTV/OTT , and social influencer campaigns. Her unwavering passion for the industry is evident in her dedication to amplifying Latino voices and reshaping cultural narratives.
Outside of her professional endeavors, Gisella finds joy in traveling with her friends and family, cherishing moments with her son Josh, who is currently thriving in his third year at university.
Nidia Serrano, Vice President, Sales Marketing, SiriusXM Media
Nidia Serrano is an award-winning marketing executive with nearly 20 years of experience building insight-led growth platforms across audio, media, and ad tech. As Vice President of Sales Marketing at SiriusXM Media, she leads global teams transforming sales marketing into a strategic engine for revenue growth, brand leadership, and advertiser confidence. She co-founded SiriusXM Media Fluency, a cultural intelligence and marketing practice, and leads global sales marketing initiatives for AdsWizz. Previously, she held senior roles at Pandora, WPP, and Publicis Groupe, driving portfolio growth through audience intelligence and ROI-driven strategy.
Nidia Serrano is an award-winning marketing executive with nearly 20 years of experience building insight-led growth platforms across audio, media, and ad tech. As Vice President of Sales Marketing at SiriusXM Media, she leads global teams transforming sales marketing into a strategic engine for revenue growth, brand leadership, and advertiser confidence. She co-founded SiriusXM Media Fluency, a cultural intelligence and marketing practice, and leads global sales marketing initiatives for AdsWizz. Previously, she held senior roles at Pandora, WPP, and Publicis Groupe, driving portfolio growth through audience intelligence and ROI-driven strategy.