Opposite Princess Leonor’s other cousin, Carla Vigo, we have Victoria Federica. One of them struggles to make ends meet with her orphan’s pension and the help of her grandfather. And the other one never stops travelling, going to parties, appearing on covers and even going to be interviewed by Pablo Motos and participating in competitions with a million-dollar fee. Behind each post, each collaboration with brands, each TikTok challenge, each photocall they step on and of course each appearance in the media, there is not only the strategy of the influencers themselves to magnetise followers with their attractive image. Guiding their steps in the shadow of a planned way, many have behind them an agency that advises and directs their image and communication, a measured and studied marketing work to get the precious likes and, of course, the sum of followers that are swelling the accounts of the new digital idols. Or, as they prefer to call themselves, content creators.
Right now one of the most cutting-edge agencies in the sector is I am Olivia Media Groupwhich was founded nine years ago and features some of the most sought-after faces in the world of influencers. And despite the fact that it lost one of its main clients a few months ago, Maria Pomboand later to Thomas Paramo y Maria G. de Jaimethe agency has reported through a statement that by the close of accounts for 2024 it expects its turnover to reach 16.5 million euros. The secret? Having in its ranks one of the most sought-after and sought-after faces in the world of influencers, that of Victory Federica de Marichalar and Bourbon.
The young woman, who just turned 24, left her studies a year and a half ago to dedicate herself to the fashion profession, as she said in The Anthill She no longer has time to work hard with all the hours she dedicates to her projection on social networks. Something exhausting and sacrificial, they often say, although the truth is that part of the work is done by her agencies, in this case Soy Olivia, behind which hides the CEO Daniela Rodríguez, who in 2015 had the great idea of creating this brand to channel communication between the faces she carries and her brands, in addition to advising her clients on the media strategies they should follow.
Thanks to her work, Vic’s account has grown by more than 12,000 monthly followers in the last two years and her presence is increasingly in demand at photocalls and events. According to some publications, she is already earning more than 20,000 euros for advertising collaborations, around 3,000 per photocall or 4,000 for each Instagram post, while for each El Desafío programme she could have earned around 5,000 euros. An income that undoubtedly exceeds that of other colleagues in her sector, effectively due to the attraction that comes with being a member of the Spanish royalty. A goose that lays golden eggs that does not stop generating profits for her agency and that is increasingly in demand.
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