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Viviana Cerquera joins FRIEND
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Cerquera joins as Head of New Business and Talent, bringing one of the industry's more instinctive talent spotters into the fold.
FRIEND welcomes Viviana Cerquera as Head of New Business and Talent, bringing one of the industry's more instinctive talent spotters into the fold.
Cerquera arrives from Sticker Studios, where she spent seven years, a stint that shaped the company as much as it shaped her. Her route into the industry was unconventional, and it shows: Cerquera has always been drawn to directors others haven't clocked yet, the kind of talent that needs a champion before it needs a brief.
That instinct extends beyond the roster. At Sticker, Cerquera was a driving force behind their Women in Film events, a programme that put a genuine spotlight on female talent at a time when the industry was still largely talking about it rather than doing it.
Cerquera comes to FRIEND with a career spent across formats; content, TVCs, everything in between, which means she knows how to match the right director to the right brief, whatever the scale. Her adaptability and instinct across formats have positioned her as a dynamic force in an ever-evolving landscape, with a new-school approach to talent and storytelling.
That range, combined with the relationships she's built across agencies and brands over the years, is what makes her appointment particularly exciting. At FRIEND, she takes on a business that has built its reputation on bold, director-led work. You can see why this fit just makes sense.
"I've always admired FRIEND, their taste, their energy, the culture they've built," Cerquera said. "It felt like a natural match. I love finding solutions across all kinds of projects and scales, and FRIEND really embodies that spirit."
FRIEND's Founder/ EP, Luke Jacobs, described the appointment as “As logical as it is exciting, Viviana has an exceptional eye for talent and brings a brilliant energy to everything she does. Her experience, her instincts, her passion for nurturing directors, it all makes her a perfect fit as we continue to grow."
