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Digital ambassadors: what are they and why are they so important for your brand’s growth? 

In the digital world, trends emerge and take place at a fast pace. Likewise, users are becoming a very demanding crowd. Therefore, brands face the challenge of keeping up the pace in order not to lose ground to the competence. 

“Brand Ambassadors” are a trend that keeps on making noise among content producers, but Who are they? What do they do? Are they good for my brand/project? Along with both teams #DigitalMarketing and #SocialMedia, we will discuss these “not so new” characters that are gaining importance in top social media.  

George Clooney – Nespresso, Julia Roberts – Lancome or Ivan de Pineda – ICBC. Every time we mention them, these brands come to mind involuntarily. Surely, this is not at random, but the outcome of marketing, advertising and communication strategies whereby they opt to choose a personality to depict the brand’s values and identity so as to empathize with prospective customers.

What is their main task? 

The role of the “brand ambassador” in digital media is to advocate for a product or service with true belief. They depict the recruiting brand to convey a positive image of business. To paraphrase this, it is some sort of “by word of mouth” updated to the digital environment where interaction between users is crucial to the development and placement of business.

Should they be great figures? 

Good news: to develop this strategy, they are not required to be Hollywood stars. There are several kinds of “ambassadors” that may be a match with growing brands in different categories.

Let’s recap some profiles:  

  • Ambassador/Employee: this kind of ambassador works in social media as a representative of the business, they will share their opinions and activities in their profiles naturally. It is advantageous to attract prospective customers as well as to generate the purpose of working for the company.  
  • Ambassador / external: Whereas it is related to their personality or kinship, this figure should be a match with the brand’s values so communication feels as relatable and natural as possible. The primary objective here is to produce valuable content related to such product or service to be positioned by using more human communication.  

Advertising campaigns or brand ambassadors? 

Even though both strategies may coexist and complement each other perfectly well to boost results, companies feel encouraged to work with brand ambassadors more and more. Why? Because it is an alternative communication that prefers to “tell a story” rather than to “sell a product explicitly”. The primary goal is to produce valuable content to empathize and to hold the users’ attention. 

Surely, searching for a brand ambassador that advocates for you company’s values and mission is not an easy task. Likewise, it demands training and commitment from the chosen profile, as they should understand and believe in the product, service or brand that they are advocating for in order to empathize and gain trust in their communication.  

Remember: mentioning the product’s features is not enough anymore, nowadays we face the challenge of retelling stories and creating experiences that engage the audience.  

Thanks for reading | NC Team 



Carlos is a National Certified Public Accountant from UBA (University of Buenos Aires), with over 40 years of experience in domestic and international in the tax and accounting field. He provides consultancy to companies and individuals on tax and financial management. 

Verónica Ríos Borgogni

General Account Director

Verónica holds a BA in journalism and she has been working on Nueva Comunicación for over 20 years in the area of planning, development and implementation of corporate communication plans with sector associations, domestic and international companies. Moreover, she is a member of the Counseling for Spokespersons team, in which she coordinates courses of Media-Coach. 

María Belén Millán


Belén holds a BA in Journalism (USAL university) and she has an extensive experience in corporate communication counselling and brand PR, marketing and digital content, and crisis management and communication. She delivers training programs in Media Training and Personal Branding. She was granted a scholarship in U.S.A. by USIA (United States Information Agency). 

Luis Leyro


Luís holds a BA in Political Science and has specialized in political, institutional and corporate communication matters. He has over 25 years of experience in Nueva Comunicación in the development of accounts related to public services sector, industrial, consumers and finance sectors, among others. 

Marcela Ibiricu


Marcela holds a BA in Public Relations (UADE university). She has over 30 years of experience within the field of corporate strategic communication and media management. General Account Director is her role in Nueva Comunicación and she is in charge of the accounts of several customers related to the corporate sector, retail, health and mass consumption, among others. Concerns, Petitions, Complaints and Grievances in Social Media. 

Matteo Goretti

General Account Director

Matteo is a political scientist. He is a specialist in business and institutional communication, image and campaigns. Besides his 20 years’ experience as a director in Nueva Comunicación, he is Chairman in Fundación CEPPA (Research Center for Applied Public Policies).

Daniel Gonzalez


Daniel holds a BA in Sociology and postgraduate studies in Methodologies and Statistics in Social Sciences. He has been a Research Manager in Nueva Comunicación for over 20 years now. 

Iván Damianovich


Iván holds a BA in Journalism, granted by Del Salvador University. He has been working in Nueva Comunicación for over 20 years and he has specialized solidly in public identity (image, reputation and development) of business accounts, business associations and political campaigns.

Corina Tareni


Corina holds a BA in Public Relations. She works in Nueva Comunicación since 1985. As an executive director there, she has led communication and cross-platform comprehensive strategies for their domestic and international customers. Her expertise blends corporate, institutional and brand communication with public relations, digital marketing and concerns, petitions, complaints and grievances in social media.

César Mansilla


César is founder and chairman in Nueva Comunicación. He has built his professional career providing counseling to top national and foreign companies on communication, Public Affairs and Lobbying for over 30 years


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