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Latin US Day
EDICIONES ANTERIORES
NOSOTROS

LATINOS STANDING STRONG


Why the hispanic market is the present?

For the first time at Cannes Lions, the Latin US Day was held, which brought together executives and creatives from the Hispanic advertising industry, who discussed the different opportunities of this market, which is only growing. This meeting was powered by PRODU, sponsored by Adsmovil and Malka, and in parnership with Hispanic Marketing Council, Creyentes, Hispanic Star, Círculo Creativo USA, MEL, MXN and Sammy Allliance. Hosted by Adverstising Week.

Food, culture, music, family and language are the elements that unify and give identity to Latinos. That is why the leaders agree on the importance of cultural sensitivity and accuracy in advertising across different platforms, and how to effectively adapt messaging for diverse Latino audiences. They all insist that more investment is needed and that this type of events is only the begining on the construction of an unified voice.

UNDERSTANDING THE MARKET



Highlighting Cultural Significance



As part of Latin US Day at Cannes Lions, Claudia Romo Edelman, CEO and Founder of We Are All Human Foundation, and Chef Alejandro Oropeza presented their project MXN, a new travel and gastronomy program that celebrates Mexican culture from both sides of the border: the stories of Mexicans in the U.S. as well as traditions in Mexico City. “Mexicans in the U.S. do not feel represented by the media nor identified by brands,” said Romo.


The Latino market, with its rich cultural diversity and significant economic influence, requires a sophisticated approach to content creation. To resonate deeply with this dynamic demographic, content must not only be culturally relevant but also timely and engaging. This was agreed upon Stacie de Armas, SVP, Diverse Insights at Nielsen; Asha Shivaj, SeeMe Index; and Dr. Rebecca Swift, SVP Creative at Getty Images, under the moderation of Cynthia Kleinbaum Milner, CMO at Moneylion and Co-Host of A LA LATINA Podcast.


Cultural Nuance in Cross-Platform Campaigns was one of the panels at the Latin US Day in Cannes, in which Tanya De Poli, Founder & Chief Operating Officer, FOUNDERS, Jessica Ricaurte, CRO, Adsmovil and Santi Lucero, Global Creative Director, Samy Alliance spoke about cultural sensitivity and precision in advertising across different platforms, and how to effectively tailor messages to diverse Latino audiences under the moderation of Mara Fernandez, CTO, PRODU.


For the first time at Cannes Lions, the Latin US Day was held, which brought together executives and creatives from the Hispanic advertising industry, who discussed the different opportunities of this market, which is only growing. This meeting was powered by PRODU, sponsored by Adsmovil and Malka, and in parnership with Hispanic Marketing Council, Creyentes, Hispanic Star, Círculo Creativo USA, MEL, MXN and Sammy Allliance. Hosted by Adverstising Week.

UNIFIED VOICE



Cultural Nuance in Cross-Platform Campaigns

LEADERS



Monique Sanchez of Google: Ensuring community representation in companies

For Monique Sanchez, Director, Agency Business Development, Google, events such as the Latin US Day held in Cannes Lions Festival on Thursday, June 20, build Hispanic community within companies.

Monique is an executive sponsor of the Latinx group of sales to large clients. “And for us, our mission is about building community, building connection and cultivating leaders.”



Bill Davaris of Malka: With authentic content brands will be more connected to the Hispanic community

Bill Davaris, CEO of Malka, spoke with PRODU about the importance for the production company of sponsoring the first edition of Latin US Day at Cannes, presented by Advertising Week and powered by PRODU.

“It’s tremendously important for Malka because we produce A LA LATINA: The Playbook to Succeed Being Your Authentic Self, content that is very important for female executives in the U.S. and around the world to learn from other Latina executives and about their careers and ambitions, and how they got to where they are today. So, for us, we’ve learned a lot as a production company that’s supporting the podcast. So now we’re invested in wanting to do more. And being an ally to the Latino marketing effort in the U.S. and doing it through the power of content, production and filming,” explained Bill.



Bill Davaris of Malka: With authentic content brands will be more connected to the Hispanic community

Bill Davaris, CEO of Malka, spoke with PRODU about the importance for the production company of sponsoring the first edition of Latin US Day at Cannes, presented by Advertising Week and powered by PRODU.

“It’s tremendously important for Malka because we produce A LA LATINA: The Playbook to Succeed Being Your Authentic Self, content that is very important for female executives in the U.S. and around the world to learn from other Latina executives and about their careers and ambitions, and how they got to where they are today. So, for us, we’ve learned a lot as a production company that’s supporting the podcast. So now we’re invested in wanting to do more. And being an ally to the Latino marketing effort in the U.S. and doing it through the power of content, production and filming,” explained Bill.



Stacie de Armas of Nielsen: U.S. Hispanic market is a force to be reckoned with

One of Nielsen’s strengths is that they are specialists in understanding all diverse markets. For Stacie de Armas, SVP, Diverse Insights, Nielsen, one of the panelists at Latin US Day in Cannes, it was very relevant to hear from the different specialists about the value of Hispanic market growth.

“At Nielsen we know that the U.S. Latino market is a force to be reckoned with. The most important thing I heard in the talks was that marketers are absolutely prepared to consider where their brand stands with U.S. Latino consumers” she told PRODU.



Michael Roca of Omnicom Media Group: We need to make sure we are capturing the right data

Michael Roca, Executive Director, Cross-Cultural Center of Excellence at Omnicom Media Group, spoke with PRODU about the importance of having reliable data on the Hispanic market.

“The biggest priority we have is to make sure we are capturing the right data so we can present the case study of why our clients need to reach these audiences and what they mean to their business,” explained Michael.



Michael Roca of Omnicom Media Group: We need to make sure we are capturing the right data

Michael Roca, Executive Director, Cross-Cultural Center of Excellence at Omnicom Media Group, spoke with PRODU about the importance of having reliable data on the Hispanic market.

“The biggest priority we have is to make sure we are capturing the right data so we can present the case study of why our clients need to reach these audiences and what they mean to their business,” explained Michael.



Paula Cutuli of Soulnet: We cannot lose sight of the ‘social’ part of any content platforms

“Everything that Latin America has shown at this Cannes Festival has been inspiring and powerful” said Paula Cutuli, CEO of Soulnet, within the framework of Latin US Day at Cannes Lions 2024.

Likewise, for her there are still many processes to professionalize, especially in social networks. “I think we cannot lose sight of the ‘social’ part of these platforms” she said. 



Santi Lucero of SAMY Alliance: Events like Latin US DAY gives traction to the necessary changes in the industry

Santi Lucero, Global Chief Creative Officer SAMY Alliance, was a panelist and partner at Latin US Day at Cannes, and discussed cultural sensitivity and accuracy in advertising across different platforms, and how to effectively tailor messages to diverse Latino audiences.

“The issue of cultural diversity, especially in the Hispanic market, is fundamental and I find it surprising that there hasn’t been an event like this until now. I congratulate them for the initiative and hopefully it will serve to give more traction to the changes that need to happen in the industry.”



Santi Lucero of SAMY Alliance: Events like Latin US DAY gives traction to the necessary changes in the industry

Santi Lucero, Global Chief Creative Officer SAMY Alliance, was a panelist and partner at Latin US Day at Cannes, and discussed cultural sensitivity and accuracy in advertising across different platforms, and how to effectively tailor messages to diverse Latino audiences.

“The issue of cultural diversity, especially in the Hispanic market, is fundamental and I find it surprising that there hasn’t been an event like this until now. I congratulate them for the initiative and hopefully it will serve to give more traction to the changes that need to happen in the industry.”



Luis Miguel Messianu of MEL: We have build a unified and consistent voice for all of us

Luis Miguel Messianu, Founder-President-Chief Creative Officer of MEL, presented with Marco Vega, Co-founder, President & CSO of Creyentes their campaign #StopLatinoCoating from the Hispanic Marketing Council.

“It is the first time that agencies and leaders of the Hispanic market have met and managed to build a unified and consistent voice,” he said.



Pedro Lerma of LERMA/: Today is the time for Hispanic influence to take shape

Pedro Lerma, CEO of LERMA/, was honored to be part of the From Inspiration to Action panel at Latin US Day in Cannes, where he talked about how brands are becoming publishers.

In this regard, he cited about how they helped one of their clients, The Home Depot, became a publisher and how retailers have become publishers, and in many ways, publishers are becoming retailers, branding their content creation capabilities.



Pedro Lerma of LERMA/: Today is the time for Hispanic influence to take shape

Pedro Lerma, CEO of LERMA/, was honored to be part of the From Inspiration to Action panel at Latin US Day in Cannes, where he talked about how brands are becoming publishers.

In this regard, he cited about how they helped one of their clients, The Home Depot, became a publisher and how retailers have become publishers, and in many ways, publishers are becoming retailers, branding their content creation capabilities.



Nicolas Ibarra of Planta: We offer a comprehensive carbon footprint measurement management service

Nico Ibarra, Executive Producer & Partner at Planta, shared that as part of their efforts to decarbonize the industry, they are offering a comprehensive carbon footprint measurement management service for audiovisual event productions and public roads.

“When we started this mission, we wanted to find the points and opportunities to reduce the carbon footprint as much as possible. We always wanted to adhere to quality standards and certification,” he said.



Gerardo Saavedra of Felipa Creative Studio: We have already broken the barriers

Felipa: Creative Studio celebrated its ten-year anniversary, and his Founder & CCO, Gerardo Saavedra shared with PRODU that they achieved a shortlist in the PR category at this year’s Cannes Lions Festival for work done for Adidas.

“It was an example of influencer marketing. We made a lot of noise and achieved impactful results,” he said.



Gerardo Saavedra of Felipa Creative Studio: We have already broken the barriers

Felipa: Creative Studio celebrated its ten-year anniversary, and his Founder & CCO, Gerardo Saavedra shared with PRODU that they achieved a shortlist in the PR category at this year’s Cannes Lions Festival for work done for Adidas.

“It was an example of influencer marketing. We made a lot of noise and achieved impactful results,” he said.



Jessica Ricaurte of Adsmovil: Cultural relevance in advertising connects on a personal level

Adsmovil as a sponsor of the first edition of Latin US Day in Cannes, participated in two panels: Innovations in Targeting Latino Audiences and Cultural Nuance in Cross-Platform Campaigns as a panelist.

In the Innovations in Targeting Latino Audiences discussion, Jessica Ricaurte, Chief Revenue Officer at Adsmovil, lead the conversation on the latest technologies and methodologies in data analysis and AI that are helping marketing professionals better understand and target the Latino demographic. She joined with Doug Melville, Chief Executive Officer at Jodie AI, Michael Roca, Executive Director, Cross-Cultural Center of Excellence at Omnicom Media Group, and Francisco Cardenas, Principal, Digital Strategy & Integration, LERMA/.



Paige McCrensky of Malka: We are proud to help amplify this message of empowerment and inclusion

Malka, the creative studio with the instincts of an agency and the capabilities of a production company, celebrated the Hispanic industry at one of the most exclusive events: Latin US Day in Cannes, hosted by Advertising Week LATAM powered by PRODU.

PRODU spoke with Paige McCrensky, Chief Brand Officer at Malka, about their sponsorship of the event, which aims to amplify the influence of the Hispanic advertising community within the marketing and communications industry.



Paige McCrensky of Malka: We are proud to help amplify this message of empowerment and inclusion

Malka, the creative studio with the instincts of an agency and the capabilities of a production company, celebrated the Hispanic industry at one of the most exclusive events: Latin US Day in Cannes, hosted by Advertising Week LATAM powered by PRODU.

PRODU spoke with Paige McCrensky, Chief Brand Officer at Malka, about their sponsorship of the event, which aims to amplify the influence of the Hispanic advertising community within the marketing and communications industry.



Chef Alfredo Oropeza and Claudia Romo: The Latino population is represented below 4%

Latin US Day in Cannes began with the exclusive launch of MXN, a new travel and gastronomy program celebrating Latin culture, led by Chef Alfredo Oropeza and Claudia Romo Edelman, CEO and Founder of We Are All Human Foundation.

“For Latinos, food is one of the main elements of cohesion, but we are also talking about other elements that unite us, such as language and family,” explained Chef Alfredo to PRODU.