Verónica Elizondo of Conill: “You Can’t Engineer Virality—Audiences Decide”

Viral ideas cannot be engineered—they have to be embraced by people. That was one of the key conclusions shared by Verónica Elizondo, Chief Creative Officer of Conill Saatchi & Saatchi, during the Círculo Creativo USA Session: The Freedom to Create Viral Ideas at Latino US Day during Cannes Lions 2026.

Reflecting on the discussion, Elizondo said the panel challenged one of advertising’s most common misconceptions: that agencies can promise virality.

“You can’t plan for virality,” she said. “People make ideas go viral. It’s not something you can guarantee to a client.”

Instead, she argued, creative teams should focus on developing ideas that are authentic, relevant and emotionally meaningful.

“What you can control is creating a great idea and bringing it to life in the best possible way,” she explained. “If the idea is relevant and authentic, it will naturally create conversation and make an impact.”

During Cannes Lions, Elizondo also found inspiration in several award-winning campaigns, highlighting one dedicated to coral reef conservation for its bold execution and emotional power.

“I thought it was beautiful, brave and bold,” she said. “Those are the kinds of causes that inspire truly meaningful ideas.”

Beyond the conversation about creativity, Elizondo stressed the importance of Latino US Day as a platform for visibility and representation within the global advertising industry.

“Representation matters more than ever,” she said. “The economic importance of the Latino audience isn’t something we’re saying—it is supported by the facts.”

She argued that brands seeking long-term growth must understand the value of connecting with Hispanic consumers in meaningful ways.

“We’re surrounded by brands, and if brands want business success, they need to speak to Latinos.”

For Elizondo, the industry’s future depends less on chasing trends and more on creating authentic ideas that audiences choose to share, while ensuring Latino voices remain visible in the conversations shaping advertising worldwide.