CDMX Secreta Partners with Advertising Week LATAM to Explore the Future of the Attention Economy

CDMX Secreta, the leading local platform for cultural discovery in Mexico City, partnered with Advertising Week LATAM to present a dedicated space and a high-impact panel exploring the role of digital media and creators in today’s attention economy.

The panel Digital Media and Creators: Joining Forces to Lead the Attention Economy brought together top voices in the digital ecosystem to discuss how media platforms and creators can collaborate to stand out in an increasingly saturated landscape.

The conversation featured: Miriam Cacho, VP of Media at Secret Media Network,

Irasema Pineda Ramírez, Executive Editor LATAM at Secret Media Network, Jimena Gadea, Senior Talent Manager, StayOnSocial, and Fer Jalil, content creator with millions of followers across different social media channels. 

Throughout the discussion, the speakers highlighted the growing challenge of capturing and retaining user attention, a scarce resource in today’s digital environment. They emphasized that meaningful emotional connection and purpose-driven content are becoming essential differentiators.

Content creator Fer Jalil shared her approach to sustaining audience interest: grab attention with a visual and audio hook within the first two seconds, and craft content as a story that poses a problem and offers a solution.

From a talent management perspective, Jimena Gadea underscored authenticity and impact over follower count.

The panel also explored emerging trends shaping the future of content creation: hyper-local storytelling, community-driven models such as subscriptions and newsletters, and blended experiences that link digital and physical worlds. Miriam shared that Secret Media Network is currently developing membership initiatives, such as its Secret Club, to deepen audience engagement beyond social platforms.

When addressing the role of artificial intelligence, speakers agreed it should be seen as a complementary tool rather than a threat.

Looking ahead to 2026, the panel pointed to the rise of authentic, educational, and live content, alongside storytelling that is increasingly human and entertaining.

Designed as an energizing and creative hub within the event, the CDMX Secreta stand transformed downtime between sessions into moments of connection and enjoyment. The space blended flavor, storytelling, and community in a vibrant corner where visitors could cool off with CDMX Secreta–branded strawberry popsicles, capture memories at a custom photo booth, and pick up exclusive souvenirs. Guests also explored a curated city guide featuring the best things to do in Mexico City throughout Advertising Week, helping attendees experience the city like insiders while connecting with the CDMX Secreta brand.

In addition, Irasema Pineda, Executive Editor for LATAM at Secret Media Network, was shortlisted for the Future is Female Awards, a distinction presented by AW LATAM to honor leading women and allies across the industry. Irasema was recognized for her extensive professional trajectory, as well as for her commitment to elevating and supporting women both within Secret Media Network and throughout the wider digital media landscape.

The Future is Female Awards are a key part of Advertising Week’s global program celebrating outstanding and trailblazing women. Honorees are selected for their achievements, ability to drive organizational impact, dedication to mentoring others, and meaningful contributions to their communities and industries.