Luis Miguel Messianu, Founder-President-Chief Creative Officer of MEL, and Marco Vega, Co-founder, President & CSO of Creyentes, presented their #StopLatinoCoating campaign from the Hispanic Marketing Council at Latin US Day in Cannes.

In this session, the creative directors of the campaign discussed how they developed the initiative aimed at educating North American CMOs to authentically connect with the Hispanic market.

“If we add up all the users in the Hispanic market, they would be the fifth largest country in the world,” said Vega.

Messianu added that these consumers are not happy with the brands’ purposes. “We want to ensure this initiative reaches these executives and helps build valuable messages that connect with this audience. We are not an opportunity; we are a reality.”

The #StopLatinoCoating campaign, launched at the HMC Annual Summit on April 11, seeks to give Hispanic marketing the importance it deserves, urging North American CMOs to connect authentically or face the consequences of their careers.

“It is an honor and a privilege to serve as the creative director of this campaign, alongside my colleagues from Creyentes. This illustrates that both agencies have made a ‘double click’ on our commitment to the U.S. Hispanic market. After having a global role with DDB for McDonald’s, I realized that my heart and conviction are with our industry, which is why MEL exists. This is an effort in favor of the Hispanic industry in general and an example of what I have been preaching for years: The more beautiful houses there are in the neighborhood, the more valuable the neighborhood is!”

For Luis Miguel, Latin US Day in Cannes is a source of pride to be part of this initiative in collaboration with PRODU, We Are All Human, and Advertising Week. “It is a celebration of our presence at the festival and an event not to be missed. We have a surprise prepared as part of our panel, and I believe it will be an informative and also very fun session.”