In this edition of Online with Richard Sandoval I talk with Brenda Herrera CEO of The Herrera Agency who I have worked with several times interviewing her clients on the red carpet. Given our public health crisis and the economy hitting the pause button our conversation ranged from Latino entertainment, to her plans for the future. My favorite part of the discussion touch on the topic of the diversity of the Latino community and the importance of consolidating future efforts to recognize Latino achievements in the media.
An experienced film publicist, Herrera has successfully executed campaigns which have resulted in increased Latino attendance which directly impacted box office totals on opening weekend. Her most notable campaigns include The Girl with the Dragon Tattoo, Men in Black 3, Puss in Boots, Madagascar 3: Europe’s Most Wanted, Wall*E, Indiana Jones and the Kingdom of Crystal Skull, Monsters vs. Aliens, and Beverly Hills Chihuahua.
Ms. Herrera began her entertainment industry career at the National Academy of Recording Arts and Sciences (NARAS) where she assisted with the production of the 2000 GRAMMY Awards, coordinated talent for the inaugural Latin GRAMMY Awards, and was instrumental in developing the Latin GRAMMY Hall of Fame in 2001. As Latin Heat’s Marketing Director, she produced a variety of special events including film screenings, workshops and panels with leading Latino entertainment figures, and popular music festivals.
In 2016, The Los Angeles Times named Herrera as a Top 100 diversity candidate for membership into the Academy of Motion Pictures Arts and Sciences. Her influence as one of Hollywood’s leading publicists and strong cultural connection were cited as reasons for making this one-of-a-kind list. Herrera is a voting member of The Television Academy and a Board Member of the Hispanic Public Relations Association and the Latino Heritage Foundation. Ms. Herrera received her Bachelor of Arts degree in Latin American Studies from the University of California Los Angeles.
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