Liandra Salles isn’t just expanding into New York — she’s deepening her influence in one of the world’s most competitive markets. Through Skep360’s fully integrated approach to PR, influencers, content, and events, she’s helping brands move beyond fragmented visibility and into sustained, compounding growth. By prioritizing connection over channels and strategy over activity, Liandra is building ecosystems that don’t just capture attention — they convert it into lasting cultural relevance.
Liandra, you’ve been active in New York for years. What made now the right time to establish a permanent physical presence there?
New York was never a new market for us, it was already part of how we operated. We had the projects, the relationships, the results. What changed is the level of commitment.
At a certain point, showing up occasionally limits how deeply you can play. Opening a physical presence was more about being closer to the pace, the conversations, and the decision-makers who actually shape culture here.
Skep360 is built around integrating PR, influencers, content, and events. Why do you think so many brands still struggle with these operating in silos?
Because most brands are still structured around channels, not outcomes.
PR has its goals, influencers have theirs, content lives somewhere else, and no one is responsible for how all of it connects. So you end up with visibility, but not momentum.
Integration requires a single point of view and accountability. That’s usually what’s missing.
You’ve worked with major brands like BMW and Arezzo. What’s one campaign or activation that really validated your approach?
With Arezzo, our New York activations during Fashion Week were a clear validation.
We weren’t just creating moments, we were building a system. Physical experiences that generated content, content that amplified digitally, and influencer participation that extended reach beyond the room.
It showed that when everything is connected from the start, you don’t rely on one channel to perform. The ecosystem carries the result.
Your model focuses on turning attention into sustained growth. What does that look like in practice for a brand?
Attention is easy to get. What matters is what happens after.
In practice, it means every touchpoint is intentional: what the audience sees, how they engage, and where they go next. If someone discovers a brand through an event or a creator, the experience that follows needs to convert that interest into something repeatable.
Otherwise, you’re just renting attention instead of building anything with it.
As you expand across NYC, Miami, and LA, how do you maintain cultural relevance in each market while scaling nationally?
You don’t scale by copying what works in one city and applying it everywhere.
Each market has its own rhythm, its own references. New York is different from Miami, and both are different from LA. The strategy stays consistent, but the expression adapts.
If you ignore that, you might gain visibility but lose credibility.
For founders looking to grow in competitive markets like New York, what’s the biggest mistake you see them making when it comes to marketing strategy?
They confuse activity with strategy.
Launching campaigns, hiring agencies, posting content, but without a clear point of view or a system behind it. So everything feels busy, but nothing compounds.
In a market like New York, that doesn’t last. You need clarity on how you’re positioned and how every action supports that. Otherwise, you’re just adding noise.
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