Jorge Plasencia of Republica Havas: “Latino Investment Drives Generational Loyalty and Growth”

Sustainable growth for brands in the United States will increasingly depend on intentional investment in Hispanic consumers, according to Jorge Plasencia, Co-Founder and CEO of Republica Havas and Havas Miami. 

Speaking during the SAMA Session: The Hispanic Growth Signal at Latino US Day during Cannes Lions 2026, Plasencia emphasized that Latino audiences are not only culturally influential but central to future business expansion.

“It was a very positive panel about growth and the future that exists for brands when they invest with intention in the Latino community,” he said.

“For brands to grow, investing in Latinos is a business imperative. This is the market that will generate growth and loyalty for generations.”

Plasencia noted that the discussions throughout the day reflected a strong consensus across agencies, strategists, creators, and brand leaders.

“The content was very diverse and strong,” he said. “Everyone agrees that investing in the Hispanic market in the U.S. is essential for growth.” He also reflected on the importance of industry unity, referencing the historical formation of Hispanic agency associations in the 1990s.

“Back then, they understood that a rising tide lifts all boats,” he said. “Today more than ever, we need unity—agencies, creators, and brands working together.”

Plasencia added that integration between agencies and clients is improving, with teams increasingly involved from the earliest stages of campaigns. “What I enjoyed most today was seeing clients in the audience actively participating,” he said.