Alita Pereyra of Publicitarias: “Our community is taking a bigger space”

During Latino US Day at Cannes Lions 2026, Alita Pereyra, Creative & Media Leader of Publicitarias, highlighted the profound impact of representation and cultural intelligence in today’s creative ecosystem. Participating in the Publicitarias session, Latinas in the Spotlight: When Cultural Intelligence Becomes Creative Power, Pereyra emphasized the core mission of the organization as an NGO that “aims for a more diverse industry” by striving “to have more women in leadership positions.” For her, sharing this global stage alongside other prominent regional leaders serves as a vital beacon “for other young women that are starting their careers, to see that getting to positions of leadership is possible.”

A central theme of the discussion revolved around cultural intelligence and moving away from viewing the Hispanic market as a monolith. Pereyra warned against superficial tropes, even playfully debunking mainstream American misconceptions surrounding holidays like Cinco de Mayo, to stress the need for deeper consumer insights. “The Latino consumer is really different. It’s not just one audience; it’s really, really diverse,” she stated, noting that brands must grasp the specific nuances of each heritage because “it’s not the same to talk to a Chilean Latino or to a Mexican Latino.”

Reflecting on the evolving landscape of the festival in 2026, Pereyra celebrated the expanding footprint of Hispanic talent within the global creative community. She pointed out that compared to previous years, “there are even more Latino juries at the festival, so our community is taking a bigger space in this arena.” This heightened visibility translates directly into creative and commercial validation on the world stage, proving that Hispanic-led insights move the needle for global brands. “We’re being represented by work that is being awarded… and the Latino consumer is really important for the business of our clients,” Pereyra explained, identifying it as the fastest-growing demographic segment in the US market.

Ultimately, the expanding presence of Hispanic professionals at prestigious events like Cannes underscores their indispensable role in shaping the commercial future of advertising. Pereyra concluded by emphasizing that the community’s involvement goes far beyond token representation, confidently declaring, “We do not only take the space, we are really important for their businesses.” Driven by this commercial and creative reality, she noted that specialized platforms remain vital to “share our ideas, to share our needs, and to network to have an even more representative industry.”