Checha Agost-Carreño, Founder & Chief Creative Officer of Founders, delivered a passionate call for a renewed focus on the power of creativity to drive economic growth during the second annual Latino US Day at the Cannes Lions International Festival of Creativity. This exclusive event, hosted by Advertising Week LATAM and powered by PRODU, celebrated and amplified the vital influence of the U.S. Hispanic advertising community.

Agost-Carreño enthusiastically endorsed the event. “You should be here at the Latino US Day in Cannes, Cote d’Azur, France,” he stated, “I know that it’s kind of overwhelming that there are a lot of events, panels, and so on, but Latino US Day is really well-curated. So to me, it’s like the best place to be this week. I am happy to be here also as a panelist with other amazing colleagues. So this is one of the huge events here this week that you shouldn’t miss at all.”

As a key panelist in the Círculo Creativo USA Session: “The Relevance of Creativity for Growth,” Agost-Carreño looked into significant industry matters. “We’ve been talking about so many relevant topics for the industry and particularly about growth. We just talked about the relationship between creativity and growth,” he noted.

“My approach is that creativity is the most powerful weapon to generate growth because it’s an economic multiplier.” Agost-Carreño also addressed reasons why the industry might not be growing faster or, at times, even declining. He highlighted a potential misdirection, suggesting that sometimes “as an industry, we are more focusing on ideas that will save the world, instead of the ideas that talk about the truth of the product, of the service, of the brand.” He added that talent and resources are often directed towards these less product-centric ideas.