Ruth Mortimer of Advertising Week: “Creativity, Entertainment, and Commerce Set Latin America Apart”

Advertising Week LATAM 2026 concluded on November 5 at the Papalote Museo del Niño in Mexico City, as the advertising industry increasingly looks toward the convergence of commerce, technology, and content creation. For Ruth Mortimer, Global President of Advertising Week, the growth of commerce media and social shopping emerged as two of the defining trends of this year’s edition.

“This year at Advertising Week LATAM, we’ve seen more commerce media, more social shopping, and more ways in which commerce and retail are entering the advertising world,” Mortimer said in an interview with PRODU.

The executive emphasized that the real potential lies in the intersection of these trends with the creator economy and artificial intelligence. “It’s the combination that makes it really interesting,” she noted.

Held from November 3 to 5, AWLATAM 2026 brought together approximately 300 speakers and featured more than 100 sessions covering marketing, creativity, media, technology, culture, and innovation.

Latin America: A Market Where Creativity and Commerce Converge

Mortimer highlighted Latin America’s strengths within the evolving advertising ecosystem, particularly its ability to connect creativity, entertainment, and commercial experiences. “It’s one of the most creative markets in the world,” she said.

In her view, the region also has a strong presence in entertainment and commerce, a combination that is becoming increasingly relevant as platforms explore new advertising monetization opportunities.

Among the experiences showcased during the event, Mortimer pointed to the convenience store installation created by OXXO to demonstrate its commerce media offering.

She also highlighted TikTok Shop’s participation, which included livestreams from the event to showcase products and explore new ways of connecting shopping experiences with digital audiences.

Both initiatives illustrated how commerce is expanding its role within communication strategies through formats that integrate content, interaction, and conversion opportunities.

Creators Expected to Take Center Stage in 2027
Looking ahead to the trends that could shape the next edition, Mortimer anticipated further growth in Latin America’s creator economy. “The region embraces person-to-person interaction. It embraces relationships, as well as creators and influence,” she said.

From her perspective, this cultural affinity represents an opportunity for brands seeking to build closer relationships with consumers, particularly as digital platforms introduce new commercial tools.

Artificial intelligence was also part of the discussion, as a technology capable of enhancing content creation, distribution, and commercialization. However, Mortimer emphasized the importance of combining technological capabilities with human relationships.

The AWLATAM 2026 agenda reflected this convergence, featuring discussions on artificial intelligence, attribution, brand discovery, media, creativity, and new ways of connecting with audiences.

FIAP 2026 Celebrates Ibero-American Creativity
This year’s edition also featured a special highlight with the in-person celebration of FIAP 2026, held on November 4 at the IMAX theater of the Papalote Museo del Niño.

The ceremony recognized outstanding Ibero-American creativity, awarding four Grand Suns, along with 49 Gold, 91 Silver, and 115 Bronze awards. It also introduced a Top 5 ranking of creative schools within the Grand Slam for the first time.

The gala connected the celebration of the region’s creative talent with the broader conversations about innovation, technology, and the transformation of the advertising business that defined Advertising Week LATAM.

As AWLATAM 2026 came to a close, the event offered a clear perspective on the industry’s evolution: commerce is gaining ground as an advertising platform, creators are becoming increasingly influential in consumer purchasing decisions, and artificial intelligence is expanding the possibilities for connecting brands with audiences.

For Mortimer, the next chapter will be shaped by how these forces come together to create relevant experiences and foster closer relationships with consumers.