Creator Upfronts: Encantos

Latino families are the fastest-growing, youngest, and most culturally influential audience in America. They represent nearly a quarter of U.S. box office sales, over-index on children’s products, and drive growth across consumer goods, mobile TV, and streaming. Despite their impact, they remain underrepresented in media and marketing.

In this session, Susie Jaramillo, CEO of Encantos, shares how her company reaches more than 20 million families each month by going direct to consumers through tech platforms and fan communities. She makes the case for a new model where brands act not just as media buyers, but as culture shapers and media builders—unlocking growth through authentic partnerships with Latino families and other communities defining America’s future.