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.

Brands want to do things, programs and initiatives to be more connected to the Latino community. However, Bill cautions, they don’t go deep into the Hispanic market. “We believe the way they are going to get there is by creating the most authentic content and seeing results quickly.”

To accelerate these results, marketers will need to make sure they do incredible programs and initiatives that see results quickly. “That’s the biggest challenge right now: everyone is halfway there in investing in the Hispanic market. So we’re going to have to be smarter about creating programs that show results very quickly.”

Bill Davis moderated the From Inspiration to Action panel, which featured Cynthia Kleinbaum Milner, CMO, Moneylion, Warren Marenco Chase, VP, Liberty Mutual, Andrea Siqueira, ECD, BBDO, and Pete Lerma, LERMA. The executives discussed the keys to turning a brand into a daily content hub.