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 spoke about the importance of capturing the different opportunities that exist in the Hispanic market at the Innovations in Targeting Latino Audiences panel at Latin US Day at Cannes, which took place on Thursday, June 20.

“This is my first time at Cannes, and I’ve been blown away by how representative the Latino community is in the U.S. These spaces and places where we talk about Latino audiences matter. We need to talk about it, and we need to amplify it for everyone. What I’m taking back to Miami and New York is the fact that I’m definitely coming back next year. And I want to make sure that we grow and build a bigger platform to talk about the importance of the Latino audience.”