Emphasizing the crucial need for a better understanding and authentic connection with the diverse U.S. Latino audience, Alberto Pardo, Founder & CEO of Adsmovil, spoke at the second annual Latino US Day during the Cannes Lions International Festival of Creativity. “Latinos are not just one group — we come from over 32 countries,” he said. This diversity, he stressed, means brands must consider not only country of origin but also cultural nuances and the length of time Latinos have lived in the U.S. to ensure effective communication.

Pardo was a speaker in the Adsmovil session: “Understanding and Engaging the U.S. Latino Audience,” where he shared key insights into how this demographic is evolving and why culture-centric approaches are more relevant than ever — particularly in areas like sports marketing. “Soccer is huge for Latinos. But even within that passion, there are different ways of engaging depending on where someone is from or how acculturated they are,” he added.

Reflecting on the importance of Latino US Day, he said: “This is the second time Latino US Day is celebrated here in Cannes. Diversity is a key part of this festival, but the U.S. Hispanic and Latino communities need to have their own space and voice. PRODU has done a great job helping to shape that Latino flavor.”

Latino US Day was hosted by Advertising Week LATAM, and powered by PRODU. This exclusive event amplified the influence of the Hispanic advertising community.