Gabriela Barkho

Covers agencies. Bylines at modernretail.co and digiday.com. Desk record: 2 signals cited since August 2026, 2 published. Updated September 9, 2026.

Indexed from published reporting. Not a Fabric.Media staff byline. Any journalist can ask to be removed.

Coverage

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Why silence no longer saves brands from cancellation cycles

Modern Retail’s podcast examines why old-school PR tactics of waiting out a scandal are failing brands today.

Agencies brand-execs-audience-fit-beats-celebrity-wattage-in-collabs

Brand execs: audience fit beats celebrity wattage in collabs

At eTail Boston, UrbanStems, H&M and Chobani execs detailed how they vet partnerships. UrbanStems’ Laneige tie-up flopped on age-demographic mismatch, while H&M’s Anitta relationship earned it free multi-million-dollar World Cup media coverage.

Aug 19