From November 4 to 6, as every year, experts from the world of marketing and advertising gathered at Advertising Week LATAM 2025 in Papalote Museo del Niño.
For three days, conferences were heard in the hallways, networking took place and brands presented their new strategies and products in innovative stands.
This year there was a lot of talk about trends around podcasts as strategic content and the role of AI in a world where human connection is essential to have an impact on audiences.
For the second year, CDMX Secreta participated in Advertising Week LATAM with a talk entitled: “Digital Media and Content Creators: Alliances to lead the Attention Economy”.
CDMX Secreta, present in AW LATAM 2025
We confirmed that networking can also be fun, especially if you stopped by our booth!
We had a photo booth for attendees to take fun pictures, we gave away free popsicles in the shape of our logo and we were also asking questions like “Juanga or José José?” and “Do tacos al pastor go with red or green sauce?“.
We were also celebrating five years since Secret Media Network came to CDMX with a guide to our best secrets and discoveries around the city. Here are some of the places we chose!
How to compete against your friend’s birthday photos?
In our panel, with more than 250 attendees, we brought together Miriam Cacho, VP Media at Secret Media Network; Fer Jalil, a brilliant content creator; and Jimena Gadea, Senior Talent Manager at Stay On Social agency. The talk was moderated by Irasema Pineda, Executive Editor for Latin America at Secret Media Network.
The central theme was the economy of attention in a world where we are constantly being impacted on social networks and where capturing the attention of the audience is a challenge.
Miriam and Fer agreed that it is very important to create a deep and emotional connection with the audience, and to let them know that you are listening. In addition, Jimena and Fer shared that creativity is the central axis when telling a story.
What’s coming in 2026
Jimena launched a big challenge: how to make content that can compete against the World Cup and how to capitalize on the attention of the entire audience that doesn’t like soccer.
Meanwhile, Miriam said that another challenge is to break the fourth wall of social networks. She mentioned that in order to create our own live story, we must get out of the screens. And that can only be achieved by being authentic and going out into the street.