Megan Young leads VCM’s five new celebrity endorsement deals
Actress-beauty queen- model Megan Young- Daez tops a fresh wave of celebrity endorsement deals bridged by VCM The Celebrity Source, for Lactacyd’s feminine care line and this time she is joined by her baby Leon, expanding her appeal as one of the country’s most sought-after brand ambassadors.
VCM Business Development Lead Kali Vidanes confirmed four other new partnerships: Jasmine Curtis-Smith as the long-term endorser of legacy shoe brand Gibi; Anne Curtis returning as the face of favorite snack brand Lay’s; rising talent Emilio Daez for a global apparel brand; and actor-model-entrepreneur River Joseph as KFC’s latest ambassador, chosen for his pull with younger audiences.
For Vidanes, the run of signings is proof that celebrity endorsements still deliver for brands across categories. “We are proud to represent talents whose authenticity and reach continue to resonate with today’s consumers,” he said. “Each of these partnerships reflects our commitment to matching the right personality with the right brand for maximum impact.”
He points to five reasons the strategy endures.
- Instant Trust: audiences transfer their trust in a celebrity directly onto the brand.
- Built-In Reach: talent has its own audience pool, sparing brands the work of growing one from scratch.
- Emotional Connection: fans aren’t just buying a product, they’re buying into the persona and curiosity behind it.
- Stronger Recall: a familiar face cuts through a crowded feed and makes a campaign stick.
- Social Proof: when an endorsement admires and uses the product, it signals the product is worth trying.
Vidanes frames these deals as part of VCM’s broader growth across brand representation, livestream commerce, and talent management, working alongside some of the country’s most in-demand personalities. “None of this is new marketing theory,” he added, “but what changed is the precision required to make it work — and this is where VCM is very good at.”
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