During the second edition of Latino US Day at Cannes Lions International Festival of Creativity — hosted by Advertising Week LATAM and powered by PRODU — Jennifer Becerra, Partner and Chief Strategy & Creative Officer of H+M Communications, spoke about the growing importance of dedicated spaces to celebrate and expand Latino influence in marketing and communications.
“I’m so excited to be here in Cannes and thank PRODU for the opportunity to put this event together for the second year,” Becerra said. “It was exciting to see Latinos come together from all different parts of the world and also seeing other people who are not Latinos come to support us as well. We need to do more of that.”
Becerra expressed a strong belief in the continuity and growth of Latino US Day. “This is the second year and I think there needs to be a third and a fourth. The event needs to get bigger and bigger. For that, we’re going to need more partners to continue supporting. At the end of the day, without marketing to Latinos you’re not marketing.”
As a panelist in the “Latino AF – The Culture Shift you Can’t Ignore” session hosted by the Hispanic Public Relations Association (HPRA), she mentioned the unique role of communications professionals in today’s multicultural ecosystem. “We were probably the only panelists from PR agencies. You have the marketers, the brands, people on the data side, the media side… but communicators are the ones who bridge all of those gaps.”
She also explained how storytelling, data insights, and cultural trends are critical tools for PR teams shaping meaningful narratives. “We talked about how we’re using insights and culture to really shape opportunities and campaigns that resonate with the community,” she said, citing successful work that H+M has done with clients like Warner Bros., Universal, and Pinterest.
Becerra concluded with a call to action for the industry: “We need more of these spaces to talk about the impact of Latino culture — to share examples, case studies, and success stories that prove the power of this community.”
