PRESIDENT AND CEO OF THE HERRERA AGENCY

It's Handled. Brand Management - Friday, June 23, 2018 @ 2:30 PM

Brenda Herrera is the President and CEO of The Herrera Agency, a full service marketing agency specializing in entertainment. Her company emphasizes a teamfocused, culturally-inclusive approach that has garnered high-profile clients especially within the Latino market. As a seasoned marketer, Ms. Herrera’s clients have included the NCLR ALMA Awards, Hollywood Forever, Latin Heat Media, Image Entertainment, The Foundation for Hispanic Education, Los Angeles Center for Law & Justice, and GRAMMY Award-winning Mariachi Divas among others. Ms. Herrera began her entertainment industry career at the National Academy of
Recording Arts and Sciences (NARAS). While there, she assisted with the production of the 2000 GRAMMY Awards, coordinated talent for the first ever Latin GRAMMY Awards, and was instrumental in developing from inception the Latin GRAMMY Hall of Fame in 2001. As Latin Heat’s Director of Marketing and Promotions, she produced a variety of special events including film screenings, workshops and panels with leading Latino entertainment figures, and popular music festivals.

An experienced film publicist, Ms. Herrera has successfully executed campaigns which have resulted in increased Latino attendance and impacted the 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. In 2016, The Los Angeles Times named Brenda 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. She has also collaborated with prominent organizations like the Latino Entertainment Media Institute, the Los Angeles Latino International Film Festival, and the Imagen Foundation. Proud of her Mexican heritage and passionate about her Latino culture, Ms. Herrera received her Bachelor of Arts degree in Latin American Studies from the University of California Los Angeles.

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