inFocus, the communications agency focused on entertainment, media and innovation brands in the U.S. Hispanic market and Latin America, is expanding into Mexico. Carolina Abulafia joins the firm as partner and managing director of inFocus in Mexico, where she will oversee the agency's new operations in the country.
The expansion comes as the agency restructures into three connected practices: inFocus PR, its founding communications and PR division; inFocus ICON, a practice for personal brand creation and advisory for creators and talent; and inFocus Creator, a digital practice focused on creator partnerships and influencer marketing campaign activation.
Abulafia specializes in translating digital culture and creator economy trends into business growth, managing emerging talent rosters, and positioning entertainment and innovation brands at the intersection of traditional media and digital-first audiences.
Why Mexico
Mexico has become a central hub for creator-led business, with influencer marketing maturing from experimental budgets into a core channel for brand spending across Latin America. inFocus's move positions the agency to serve both local brands and global companies seeking entry into the market.
Gabriel Andriollo, founder and CEO of inFocus, said the choice of Mexico was deliberate. "Mexico was the natural next step for us, because it's where creator culture stopped being a promise and became a real industry, and we needed someone who already understood that from the inside."
Andriollo and Abulafia have a two-decade working history. "I've known Caro for 20 years, and there's no one better to build this with," he said.
A house of three practices
The new structure separates the agency's core PR work from its creator-focused offerings. inFocus PR continues the firm's original communications practice. inFocus ICON handles personal brand development and advisory for individual creators and talent. inFocus Creator manages influencer partnerships and campaign activation.
Each practice operates under the same roof, allowing clients to combine traditional media relations with creator-led strategies in a single engagement.
Why this matters for PR and communications professionals
For PR practitioners working with Hispanic audiences or Latin American markets, the move signals a structural answer to a common client question: how to integrate creator marketing with earned media without treating them as separate disciplines. Agencies that separate these functions risk losing ground to firms like inFocus that offer both under one P&L. The Mexico expansion also reflects a broader shift - creator economy expertise is no longer a specialty add-on but a core competency agencies must build into their leadership ranks.
Your membership also unlocks:
