Cristina Sarnoff from Warner Bros. Discovery: The Future of Entertainment is with Brands

For Cristina Sarnoff, Senior Manager of Brand Creative Solutions at Warner Bros. Discovery for the U.S. Hispanic Market, giving brands a place and creating meaningful content together “can result in great success for all parties involved when impactful stories, interwoven with cultural values, resonate with audiences and strengthen brand loyalty.”

Sarnoff, a leading executive in the Multicultural Advertising Sales and Brand Creative Solutions department of Warner Bros. Discovery for over a decade, was behind the success of Juntos en Acción (Together in Action), a renovation reality series hosted by Carlos Ponce and Karina Banda for WBD US Hispanic. The show won a 2024 PRODU Award for Best Unscripted Documentary Series.

Carlos Ponce and Karina Banda, hosts of Juntos en Acción

Sarnoff explains that purpose-driven programming, like Juntos en Acción, “deeply focuses on multicultural communities, especially U.S. Hispanics. This type of content seeks to tell stories that have the power to drive systemic change while resonating deeply with audiences by reflecting their unique experiences, values, and aspirations. These programs aim to entertain, inspire, educate, and spark meaningful conversations about cultural pride, family, and community empowerment. Purpose-driven content goes beyond storytelling: it integrates social impact and cultural relevance, delivering value to audiences and brands while contributing to a more inclusive society.”

SUCCESSFUL PURPOSE-DRIVEN PROGRAMMING INITIATIVES

Sarnoff highlights numerous successful purpose-driven initiatives at Warner Bros. Discovery US Hispanic. “To name just a few, recent projects include Juntos en Acción with Carlos Ponce, Nuestra Familia, Adóptame, Conóceme América, and El Toque de Aarón, among others. These content solutions not only highlight the contributions of Latinos to their communities but go further by finding ways to give back and empower real Latinos to live their best lives and share their talents with their communities,” she emphasized.

THE ROLE OF STORYTELLING IN ALIGNING PROGRAMMING WITH BRAND VALUES

Sarnoff explains that storytelling is key in aligning creative narratives with brand values. “It’s also the future of entertainment and a promise for a better tomorrow. Content creators—from producers to writers and brands—are responsible for ensuring a brighter future through the content we produce,” she said.

She noted that authenticity begins with careful reflection at the narrative’s inception. “We ask ourselves: does this story align with X brand? Not the other way around. As we envision a developing concept, some brands naturally fit into that story. I don’t suggest forcing something that doesn’t flow organically. As the story crystallizes, we identify which brands feel natural and connect with the embedded purpose, then link brand identity with the narrative. This process involves finding natural integration points within the story, such as highlighting a key product in the protagonist’s journey or a service aligned with the story’s theme,” Sarnoff explained.

She stressed the importance of teamwork from the start to ensure success. “Together, we define clear boundaries and develop a creative framework that aligns with the brand’s objectives while leaving room for creative innovation. Regular checkpoints ensure alignment without stifling creativity, and we empower production teams to bring fresh perspectives. I see opportunities to design solutions rather than challenges,” she added.

TRENDS AND OPPORTUNITIES FOR PURPOSE-DRIVEN CONTENT

For Sarnoff, the future of entertainment lies with brands. “From FAST channels to independent productions, brands have a seat at the table. Integrating purpose or impact into the narrative is essential for the longevity of a story and brands. The US$4.5 trillion multicultural purchasing power reinforces this direction, as consumers support brands that resonate with them and contribute to social change,” she noted.

Sarnoff highlighted that over 47% of Hispanic consumers are highly brand loyal. “As I mentioned earlier, the multicultural market has a purchasing power of US$4.5 trillion. The numbers speak for themselves,” she added.

She believes purpose-driven programming will evolve “at great speed” in the coming years. “If a content creator doesn’t consider the purpose or impact of the narrative from the outset, alongside brands, their content risks fading or failing,” she warned.

For Sarnoff, purpose-driven content plays a key role in shaping a brand’s identity, aligning with its core values, and fostering emotional connections with its audience. “This elevates brand value by building trust, demonstrating cultural relevance, and showcasing a commitment to social impact. This new era of entertainment positions content creators and brands as leaders in authenticity and cultural innovation, strengthening their competitive edge in a crowded market,” she concluded.