The New United States of America at Cannes Lions

How Latinos are influencing the U.S. today, not only from a Hispanic market perspective but also as part of the country’s basic reality, was one of the subjects of the conference dubbed One Argentinian, One Brazilian and One Colombian Walk into a Bar, presented by Ciro Sarmiento, CCO of Dieste; Javier Campopiano, Partner and CCO of FCB Mexico; and Fernanda Romana, Founder of the Malagueta Group, at the Cannes Lions Festival, on Tuesday, June 19. “Hispanics are growing within two cultures in the U.S. and we wanted to show how this is influencing the big agencies” Sarmiento said. “The fact is that today there are many multicultural families with significant purchasing power, folks with Latino and African-American roots – but this is the new America, not a Hispanic niche as it used to be.” We have to remind American agencies about the value of Hispanic talent. “It’s a message we send to the most traditional and established communications markets, where some see us as invaders and though they treat us well, it’s important that they understand how very useful to them we can be in the present context” Romana said. Anecdotes, stories, tips and other truly relevant U.S. communications have a deeper meaning and a stronger influence when expressed from the viewpoint of Latino creatives. “We wanted to give an entertaining talk with points in common but nuanced with the personality of each country: an Argentine, a Brazilian and a Colombian” Campopiano said.