Stars like Sofia Vergara are Marketing’s New Mainstream

Vergara joins stars including Jennifer Lopez, Marc Anthony, Eva Longoria, Eva Mendes and Selena Gomez who constitute the face of the “now” America and to whom brands are turning to reach consumers across diverse and evolving cultural and demographic constituencies.

Vergara in particular is “a role model and a poster child for crossing over from Spanish-language media to mainstream U.S. success,” explains Rochelle Newman-Carrasco, a Hispanic marketing expert at the firm Walton|Isaacson in Los Angeles, referring to the star’s beginnings on telenovelas. “Almost no other Latina has done that, and she’s managed to become a powerhouse without ever forgetting who she is and where she came from. She didn’t shed her Hispanic-ness.”

Read the entire article at Ad Week.