Serge Flores: Working at a Multicultural Agency today is an advantage

The Executive Creative Director of LatinWorks, Serge Flores, spoke of the difference to be noticed in this year’s festival, but he has also enjoyed working in such classic categories as Outdoor and Print. “I saw things like the Budweiser Grand Prix that was an Outdoor but it was very different. It’s advertising that attracts you and makes you want to go further, like a puzzle. It’s always great to see work that breaks barriers,” he added.

Flores said there was a whole new conversation about advertising at Cannes this year and about the need for brands to take a more active role in social events. “Nations are disappointing us so much that brands are trying to fill people with a little more hope, optimism and encouragement. This apparently is helping brands define their values, their purpose and how they are defined. All this in turn gives them a much deeper connection with the target audience.”

The LatinWorks creative comes from the world of general market agencies and said that right now the multicultural market has the opportunity to do wonderful things. “There was a lot of talk at Cannes about the need for diversity, and for me to work in a multicultural agency today gives me an advantage. Diversity today is a bit inverted in the U.S. – we are hiring Americans and that excites me and fills me with energy.”