VCM The Celebrity Source has strengthened its role in celebrity brand partnerships by helping TCL Electronics renew its alliance with actress Kathryn Bernardo. The contract renewal, held early this year at Studio Simula, extends a collaboration that has supported TCL’s growth in the Philippines.
VCM, founded by Elizabeth “Betchay” Alviar-Vidanes, has been instrumental in connecting TCL with Kathryn, ensuring a strong fit between the brand and one of the country’s most influential celebrities.
Kathryn’s co-managers, Lulu Romero and Kali Vidanes, represented her at the event, with Kali now playing a bigger role in VCM’s leadership as the agency moves toward a new generation of management.
TCL Brand Manager Joseph Cernitchez credited the success of the partnership to Kathryn’s authenticity and strong connection with Filipino consumers, aligning with the company’s “Inspire Greatness” campaign.
Now entering its third year, the partnership will see Kathryn continue promoting TCL’s flagship products, including TVs, washing machines, air conditioners, and refrigerators.
With over 30 years of experience, VCM has built a reputation for creating effective brand-celebrity alliances, working with names such as Senator Robin Padilla, Miss World 2013 Megan Young, and actress Jasmine Curtis Smith.
Its collaboration with TCL and Kathryn shows how strategic partnerships can boost brand presence and consumer trust. As TCL prepares for an active 2025, VCM remains a driving force behind the partnership’s continued success.
