From Inspiration to Action was one of the panels at Latin US Day in Cannes, in which Cynthia Kleinbaum Milner, CMO, Moneylion, Warren Marenco Chase, VP, Liberty Mutual, Andrea Siqueira, ECD, BBDO and Pete Lerma, LERMA participated. Under the moderation of Bill Davaris, CEO, Malka, they talked about the keys to turning a brand into a daily content center.

“First of all we must understand that there is a new funnel, which generation Z promoted and which is full of inspiration and exploration,” said Kleinbaum.

Executives are questioning how what they call the “infinite loop” can be maintained. “It is no longer about making a TV advertising spot. “We are facing a generation that seeks connection in different formats and segments,” said Marenco.

For this connection with the audience, these executives agreed with the same elements that unify the Latin community and that were discussed throughout the event: food, traditions, the Spanish language, family. “It is no secret that users want personalized content, for them you have to speak to them in the same language,” said Siqueira.

In that sense, Lerma highlights the importance of the value of speech. “If we are looking for attention, we must give something change and with value. “It’s about entertaining with inspiration and courage.”