Julia Estacio, VP, Group Account Director of alma, delivered strong insights on the important role of the U.S. Hispanic market in fueling business growth and driving award-winning creativity. Her remarks were made 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, is dedicated to celebrating and amplifying the vital influence of the U.S. Hispanic advertising community within the global marketing and communications industry.

Estacio highlighted the multifaceted importance of participating in such a prestigious global event. “There are a few things that are important for us to do when we come here. One is inspiration. Another one, which is what we’re doing here in the panel, is bringing forward the voice of the Hispanic segment as a driver for business growth,” she stated. The executive pointed out that it’s not too late for brands to invest in this crucial demographic: “There are still brands in the U.S. that haven’t prioritized the investment in the segment. It’s not too late, and we’re here to help them facilitate the start of that process.”

Her insights were shared during her participation in the Círculo Creativo USA Session: “The Relevance of Creativity for Growth.” Estacio connected the dots between strategic understanding and creative output. “I have talked about intentional creativity. It’s the connection between the power of the creative for business growth,” she explained. “We talked a lot about how the Hispanic segment is the fuel for the growth and how that strategy is what sparks that creativity to drive the impact.”

Estacio concluded by linking clarity of purpose to both commercial success and industry recognition: “If you have that clear, if you have clarity on the problems we solve, we are solving it for you. Deliver that idea that will not only drive the business but also bring us to the main stage to win Cannes Lions.”