Gen Z Marketer Bianca fernandez wins NBC’s ‘On Brand’ Competition
New York,NY – November 1,2025 – Bianca Fernandez,a rising star in the marketing world,has captured the top prize on NBC’s new advertising competition series,”On brand with Jimmy Fallon.” The announcement came during the Season 1 finale broadcast on October 31st, where Fernandez was named “Innovator of the Year.”
From Instagram DM to National Victory
fernandez’s journey began with an unexpected Instagram direct message inviting her to participate in the show. She initially questioned the legitimacy of the prospect but quickly recognized its potential to elevate her career. Ultimately, her instincts proved correct, and she emerged victorious against a field of talented competitors.
A $100,000 Prize and a Produced Commercial
As the winner,Fernandez receives a $100,000 cash prize. More considerably, her winning concept for client Therabody will be fully produced and aired as a commercial. This provides a valuable portfolio piece and a major boost to her professional standing. According to statista, advertising spend in the US is projected to exceed $300 billion in 2025, highlighting the high stakes and opportunities within the industry.
Navigating the Pressure Cooker
The competition was described as intensely demanding, with contestants facing tight deadlines and limited resources. Fernandez recounted instances where she had mere minutes to translate ideas into comprehensive campaigns, frequently enough working through the night. NBC reportedly ensured fairness by preventing behind-the-scenes creatives from imposing their vision, allowing contestants’ concepts to take center stage – even if they required adjustments.
the Finale: A Race Against Time
The final challenge involved creating and filming an entire commercial for Therabody in an extremely compressed timeframe. Fernandez detailed the frantic process, sketching out shot lists on a notepad during a bus ride. Despite the pressure, she embraced the challenge, drawing on years of experience and preparation.
A Career Built on Early Digital Success
Fernandez’s path to “On Brand” began in high school with a tumblr blog dedicated to preppy fashion. She cultivated a following,forged connections with other creators,and even landed a brand deal with Vineyard Vines-an early indication of her marketing prowess. After initially pursuing a pre-law degree, she returned to her passion, gaining experience at TikTok and Tarte Cosmetics before becoming Head of Brand Engagement at Lili Reinhart’s beauty brand, Personal Day.
| Milestone | Year |
|---|---|
| Launched Tumblr Fashion Blog | Early 2010s |
| Vineyard Vines Brand Deal | Early 2010s |
| Joined tiktok | Early Days |
| Head of Brand Engagement at Personal Day | Present |
| “On Brand” Winner | 2025 |
Lessons from the Competition
Fernandez emphasized the importance of grounding campaign ideas in solid insights but also acknowledged the need to present compelling personal stories that resonate with a broad audience. She cited a fellow contestant’s “Take Me to Your Dunkin'” pitch as a stroke of genius, highlighting the value of bold, creative thinking. She also detailed an ASMR activation concept for Pillsbury that was adapted to overcome logistical constraints.
Did You Know? ASMR, or Autonomous Sensory Meridian Response, is a tingling sensation triggered by specific auditory or visual stimuli, and is increasingly utilized in marketing for its calming and engaging effects.
Future Outlook
As the show’s release, Fernandez has experienced a surge in collaboration requests.She remains focused on her role at personal Day while exploring opportunities in commercial and branded production. She also revealed she recently interviewed for a spot on the Forbes 30 Under 30 list.
Pro Tip: Successful marketing campaigns often blend data-driven insights with creative storytelling to captivate audiences and drive engagement.
The Evolving Landscape of Advertising Competitions
The success of “On Brand with Jimmy Fallon” reflects a growing trend of reality TV shows focused on professional skills. These competitions offer unique platforms for showcasing talent and generating buzz for brands. As consumer attention fragments across multiple channels, the industry is continuously seeking innovative ways to cut through the noise and connect with audiences.
Frequently Asked Questions About Bianca Fernandez and ‘On Brand’
- What prize did Bianca Fernandez win on ‘On Brand’? She won $100,000 and a produced commercial for Therabody.
- Where does Bianca fernandez currently work? She is the Head of Brand Engagement at Lili Reinhart’s beauty brand, Personal Day.
- What was a key challenge faced during the ‘On Brand’ competition? Contestants faced extremely tight deadlines and limited resources to develop and execute their campaigns.
- What inspired Bianca Fernandez’s journey into marketing? Her early success with a preppy fashion Tumblr blog sparked her interest in the field.
- How critically important is storytelling in marketing, according to Fernandez? She emphasized the need to pitch personal stories alongside strategic insights to connect with audiences.
What do you think of the rising trend of advertising competitions on television? And how important is the ability to adapt quickly in today’s fast-paced marketing surroundings?
Share your thoughts in the comments below!