Abe García, Chief Creative Officer of Dieste, provided powerful insights into the vital role of culturally relevant creativity in driving business growth during the second annual Latino US Day at the Cannes Lions International Festival of Creativity. Hosted by Advertising Week LATAM and powered by PRODU, this exclusive event celebrates and elevates the growing impact of the U.S. Hispanic advertising community within the global marketing and communications landscape.

García emphasized the strategic value of participating in such a prominent global forum: “I think the importance of being here, representing Dieste in the U.S. Hispanic multicultural space, is significant,” he stated. “It’s one of the biggest events that happens once a year when we celebrate creativity. For brands that are looking for multicultural investments, there’s no better time to come here, sit on a panel, and speak about the importance of how multicultural creativity can grow business for them.”

García was a key panelist in the Círculo Creativo USA session: “The Relevance of Creativity for Growth.” Expressing his enthusiasm for the discussion, he said, “Yes, we’re going to be along with Luis Miguel Messianu and a wonderful panel. I’m excited to be here. We will be talking about the importance of creativity, but not just creativity in general, it’s multicultural creativity, and how crucial and important it is to speak authentically to a consumer in the United States for business growth.”

His contributions reinforced the message that brands seeking to connect with the influential U.S. Hispanic market must adopt creative strategies grounded in authenticity and cultural understanding to achieve meaningful, lasting impact. García’s presence at Latino US Day underscored the critical role of creative leadership in championing diversity as a force for business success.