Gonzalo Del Fa, President of GroupM Multicultural, delivered a powerful message at the second annual Latino US Day during the Cannes Lions International Festival of Creativity. This exclusive event, hosted by Advertising Week LATAM and powered by PRODU, is dedicated to celebrating and amplifying the vital influence of the U.S. Hispanic advertising community within the global marketing and communications industry.

Del Fa, a veteran of Cannes Lions since 2005, reflected on the significant evolution of the festival. “I’ve been coming to Cannes for several years; my very first time was 2005. And at that point, it was all about creativity,” he noted. Highlighting a stark contrast, he added, “Fast forward to today, I remember there was not much representation of the multicultural communities in the U.S.”

He underscored the imperative for increased visibility: “I think we all need to come here, make our voices heard, and also support the community. So, it’s extremely important for everyone who is related to the industry to be here to participate.”

Del Fa was a key panelist in the Nueva Network Session: “Audioverse Unleashed: Innovating Latino Culture Through Music, Media, and Marketing.” He emphasized the value of such discussions, particularly for marketers present at Cannes. “In the case of the panel, I feel that it was really important for marketers, because there are many here, and other members of the community, to hear where the industry is going,” he concluded.

Del Fa’s presence and remarks at Latino US Day reinforced the growing recognition that multicultural marketing is no longer a niche, but a central pillar of the global advertising landscape, demanding active participation and strong representation at the highest levels.