Innovations in Targeting Latino Audiences was the focus of the conversation at Latin US Day in Cannes with Michael Roca, Executive Director, Cross-Cultural Center of Excellence at Omnicom Media Group, Francisco Cárdenas, Principal, Digital Strategy & Integration at LERMA/, and Doug Melville, Chief Executive Officer at Jodie AI.

Moderated by Jessica Ricaurte, Chief Revenue Officer (CRO) at Adsmovil, the creatives explored the latest technologies and methodologies in data analysis and AI that are helping marketing professionals better understand and target the Latino demographic.

“We must focus on the different vehicles to connect with the roots, the culture, and have the appropriate conversations. We need to generate real awareness,” said Cárdenas.

Roca added the importance of capturing the various opportunities in the Hispanic market. “Latinos need to align our mission, and that’s why events like Latin US Day are important.”

Finally, Melville pointed out the importance of following a trusted voice. “We must continue educating and understanding the different technological tools that help us. Justice, opportunity, diversity, and equity—these are our pillars.”