Carla Dodds, CMO of The Aaron’s Company, spoke about the importance of Latino representation during the second edition of Latino US Day held at the Cannes Lions International Festival of Creativity, and hosted by Advertising Week LATAM in partnership with PRODU.

“It’s an absolute honor to be here because, as a Latina myself, to present during the Cannes Festival — the biggest event of the year in creativity and marketing — is a true proof of representation,” Dodds said. “It’s important for others to hear why it’s so significant to focus on U.S. Latinos.”

Speaking about the P&G and HMC session: “The Only Purpose is Growth“, Dodds underlined the crucial role of U.S. Latinos in brand expansion. “Anyone focused on growth must understand the significance of the U.S. Latino market,” she added. “Marketers need to know the numbers, the consumer behaviors, and the cultural drivers in order to grow their brands — not just in the present, but for the future.”

She also highlighted the need to use creativity strategically across both media and content, to effectively reach Latino audiences: “It’s a pivotal moment in time where Latinos are the fastest growing consumers in the United States. Marketers must be equipped with the right insights to connect meaningfully with them.”