PRODU Celebrates Latino US Influence with Second Annual Latino US Day at Cannes Lions

The second annual Latino US Day, held during the Cannes Lions International Festival of Creativity, was a resounding success, drawing a robust attendance of industry professionals and leaders. The event, which highlighted the significant impact and innovation of the U.S. Hispanic advertising and marketing community, took place from 2 PM to 9 PM at Le Rooftop, The Penthouse, located at 67 Boulevard de la Croisette.

Organized by Advertising Week LATAM and powered by PRODU, Latino US Day solidified its position as an essential gathering point at Cannes, underscoring the growing power and influence of the Hispanic market. The massive turnout throughout the day emphasized the increasing interest and relevance the U.S. Latino community has gained on the global creativity and business agenda.

This edition was specifically designed to foster business growth, culture, representation, and community within the industry. “Latino US Day is a testament to the growing power and influence of the Hispanic community in the U.S. marketing and advertising landscape,” commented Mara Fernández, Chief Transformation Officer at PRODU, who delivered the welcoming remarks and moderated a key session.

The event was made possible thanks to the generous support of Adsmovil (Headline Sponsor), alongside Procter & Gamble (P&G), Heineken, HPRA, and Nueva Network. Strategic partners included AIMM (ANA), the Hispanic Marketing Council (HMC), and Círculo Creativo USA, with more allies to be announced.

Insightful Panels Drive Key Discussions

The day featured a series of dynamic panels, each offering valuable insights into vital aspects of marketing to and with the U.S. Hispanic audience:

Adsmovil Session: “Understanding and Connecting with the Latino Audience in the U.S.”
Panelists provided a comprehensive perspective on how brands can genuinely resonate with the diverse and vibrant U.S. Latino audience. Discussions delved into the necessity of moving beyond superficial translations, exploring the importance of understanding cultural nuances, motivations, and specific consumer behaviors. Alberto Pardo, CEO of Adsmovil, emphasized the role of data and technology for effective segmentation: “Connecting with the Latino audience isn’t just a matter of language; it’s a matter of deep cultural understanding backed by precise data. Brands must invest in strategies that respect and celebrate this community’s identity, using digital tools to personalize messages in a way that truly makes an impact.”

P&G + HMC Session: “The Sole Purpose Is Growth”
This joint session by Procter & Gamble (P&G) and the Hispanic Marketing Council (HMC) explored how multicultural marketing strategies are essential for driving sustainable business growth. Moderated by Luis Miguel Messianu, President-Chief Creative Officer of MEL, the panel included Lela Coffey (P&G), Carla Dodds (Aarons), and Sindy Chapa (Florida State University). They dissected how brand purpose, when authentically integrated with cultural complexities, becomes an undeniable engine for growth, positioning diversity as a fundamental strategic imperative rather than a mere checkbox. Lela Coffey reiterated P&G’s vision: “At P&G, we firmly believe that understanding and serving our multicultural consumers is not only the right thing to do from an equity perspective, but it is a direct driver of our growth.”

Círculo Creativo USA Session: “The Relevance of Creativity for Growth”
Organized by Círculo Creativo USA, this session explored how creative innovation is indispensable for success and expansion in today’s marketing landscape. Moderated by Luis Miguel Messianu, the panel featured leading creatives including Julia Estacio (alma), Abe García (Dieste), Flor Leisbachoff (BeautifulBeast), Checha Agost-Carreño (FOUNDERS), and Marco Vega (Creyentes). The discussion emphasized that creativity goes far beyond aesthetics, serving as a fundamental strategic tool to solve business problems, connect with diverse audiences, and ultimately drive growth.

Nueva Network Session: “Audioverse Unleashed”
Nueva Network’s session focused on the increasing power and versatility of audio as a fundamental tool for connecting with multicultural audiences in the U.S. Moderated by Rene Alegria, Chief Innovation Officer of Nueva Network, the panel included Chesley Maddox-Dorsey (AURN), Jose Villafane (Nueva Network), Gonzalo del Fa (GroupM Multicultural), and Mike Roca (Omnicom Media Group). They addressed how the audio landscape has evolved beyond traditional radio, encompassing podcasts, digital audio, voice assistants, and other emerging platforms that offer unprecedented opportunities for diverse audience connection.

HPRA Session: “Latino AF – The Culture Shift You Can’t Ignore”
The Hispanic Public Relations Association (HPRA) session emphatically declared that Latino culture is not a fleeting trend, but an unstoppable force transforming the global landscape across all domains, from music and sports to fashion and business.

AIMM Session: “Consumer Expectations: Why Culture and Authenticity Can’t Be an Afterthought”
AIMM’s session underscored consumers’ growing demand for brands to operate with genuine cultural fluency, rather than treating diversity as an afterthought. This session highlighted that integrating culture throughout the marketing process drives stronger connections, brand loyalty, and measurable ROI.

The second edition of Latino US Day at the Cannes Lions International Festival of Creativity culminated with the presentation of the AIMM Belonging Lounge, an exclusive space sponsored by Procter & Gamble (P&G), designed to foster connection, celebration, and a sense of community among attendees.