Christine Issaq, Vice President of Client Partnerships of TelevisaUnivision, stressed the significant role of cultural representation during her participation in the Latino US Day at the Cannes Lions International Festival of Creativity. The event, hosted by Advertising Week LATAM and powered by PRODU, brought together top leaders to discuss the influence and evolution of the U.S. Hispanic market.

Issaq took part in the panel AIMM session: “Consumer Expectations: Why Culture and Authenticity Can’t be an Afterthought,” where she spoke about the importance of being present in spaces that recognize the value of this audience. “It’s vitally important for TelevisaUnivision to be here, to be representing U.S. Hispanics in this moment and in a room with so many other properties and publishers who know how valuable this community is. We want to continue this story and this messaging for many years to come,” she said.

Reflecting on the key insights from the session, Issaq highlighted the need for consistency and daily engagement with the community: “We are all in agreement that being consistent with this audience and showing up with them every single day, not just in the big moments, is what is going to build trust and loyalty year after year.”

She also stressed the importance of storytelling that resonates with new generations. “We know that Gen Z is an up-and-coming population and that we have to continue telling the stories of culture and heritage so they can continue to feel connected to this culture,” she said.

The session reaffirmed the need for brands and media to authentically engage with Hispanic audiences — not occasionally, but as an ongoing, long-term commitment.