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.”

Among the lessons learned from the Festival, he said, is “in general, simplicity, entertainment, cultural diversity and connecting.

Latin US Day took place on June 20th, hosted by Advertising Week LATAM powered by PRODU, an exclusive event that celebrated and amplified the influence of the Hispanic advertising community within the marketing and communications industry. The event was sponsored by Adsmovil, MALKA and partnerships with Círculo Creativo USA, Hispanic Star, Creyentes, Hispanic Marketing Council, MEL, MXN, SAMY Alliance, We Are All Human.