The senior communications leadership firm evolves into a house of three service practices, adding inFocus ICON and inFocus Creator alongside its founding practice, inFocus PR.
inFocus, the communications, culture, and creator brand house for entertainment, media, and innovation brands in U.S. Hispanic market and Latin America, today announced its expansion into Mexico in partnership with Carolina Abulafia, who joins as partner and Managing Director of inFocus in Mexico.
The expansion also marks a broader evolution for the firm. Culture no longer lives on screen alone. It lives in multiple places at once, and increasingly, in the people building it in real time: creators, talent, digital communities moving conversation faster than most brands can follow. The expansion reflects that evolution.
inFocus now operates as a house of three connected practices, each built to respond to that same cultural moment from a different angle and intertwined: inFocus PR, its founding communications and PR division; inFocus ICON, a new practice for personal brand creation and advisory for creators and talent; and inFocus Creator, a new digital practice focused on creator partnerships and influencer marketing campaign activation.
“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,” said Gabriel Andriollo, Founder and CEO of inFocus. “I’ve known Caro for 20 years, and there’s no one better to build this with.”
inFocus’s entry into Mexico is structured as a partnership. Abulafia will co-lead and serve as a partner of inFocus in Mexico, bringing more than 25 years of experience building brands and digital connections across the entertainment and consumer world internationally, including regional growth and brand development roles at Trendsetters, CATCH, HBO Max, Viacom International (Nickelodeon), The Walt Disney Company, and Clarín Global. Based in Mexico City, Abulafia specializes in translating digital culture and creator economy trends into real business growth, managing emerging talent rosters, and positioning entertainment and innovation brands at the intersection of traditional media and digital-first audiences.
“Joining inFocus as a partner in the middle of its expansion into Mexico is a fascinating opportunity,” said Carolina Abulafia, Managing Partner, Mexico. “After 25 years in this industry, I’m excited to bring my perspective to a firm that doesn’t just understand the evolution of communications, but is leading it through the synergy between PR, talent, and content creators.”
Three Practices, One House
inFocus operates today as three connected practices::
inFocus PR continues as the firm’s senior communications practice, building reputation, driving media and press relationships, and shaping the narratives behind the brands, production companies, talent, and titles of the international entertainment and media industry.
inFocus ICON is a new practice for personal brand creation and advisory for content creators and entertainment talent, built for the people shaping culture in real time. The practice covers personal brand strategy, publicity and press, media training, and positioning within the industry’s most exclusive circuits.
inFocus Creator is a new digital practice focused on creator partnerships and influencer marketing campaign activation, built for how audiences actually discover and connect with brands today.
“PR stopped operating in isolation a while ago. It integrated with brand strategy, with content, with the creators who now shape culture in real time,” said Andriollo. “inFocus was built around that integration, and Mexico is where all of it becomes real,” he added.
