Latino US Day in Cannes: Get all the details of its agenda

On Thursday, June 19th, the second edition of Latino US Day will take place in Cannes, France. This exclusive event, hosted by Advertising Week LATAM powered by PRODU, will celebrate and amplify the influence of the Hispanic advertising community within the marketing and communications industry.

The event, scheduled from 2:00 p.m. to 9:00 p.m., includes a series of activities such as networking sessions, roundtable discussions on various industry topics, and editorial coverage featuring prominent leaders. Attendees will have the opportunity to network with thought leaders and learn about the latest trends and developments in the marketing and advertising landscape.

The event will take place at Le Rooftop, The Penthouse (9th floor), located at 67 Boulevard de la Croisette, during the week of the Cannes Lions International Festival of Creativity. It is presented with the generous support of Adsmovil as the Main Sponsor, and proudly sponsored by Procter & Gamble (P&G), HPRA and Nueva Network. Strategic partners confirmed to date include the Alliance for Inclusive and Multicultural Marketing (AIMM), a division of the ANA, the Hispanic Marketing Council (HMC), and Círculo Creativo USA, with additional allies expected to join in the coming days—further expanding the event’s visibility and impact across the industry.

BLOCK 1 – Brand Moves – Strategy & Innovation

2:00 PM – 2:10 PM (10 min)
📍Opening Remarks – Welcome Back & Afternoon Kick-Off
Mara Fernández, Chief Transformation Officer, PRODU

2:10 PM – 2:55 PM (45 min)
📍Adsmovil Session: Understanding and Engaging the U.S. Latino Audience
Latinos are one of the most dynamic and influential consumer groups in the U.S., yet many brands still fall short of fully understanding or authentically engaging them. This session brings together marketing and media leaders to explore how data, cultural fluency, and strategic investment can unlock deeper connections and long-term growth with Latino audiences.

🗣Panelists:
Carla Dodds, CMO, Aarons
Michael Rocca, Growth Accelerator, Omnicom Media Group
Alberto Pardo, CEO, Adsmovil
Esteban Velasco, Brand Director, Tecate
Moderator: Mara Fernández, Chief Transformation Officer, PRODU

To attend this panel, register here 

2:55 PM – 3:40 PM (45 min)
📍P&G and HMC Session: The Only Purpose is Growth
Every company is chasing growth — but many are still overlooking one of the most powerful drivers of it: multicultural consumers. This session will challenge outdated assumptions and reframe Multicultural Marketing not as a DE&I initiative, but as a core business strategy. This isn’t about politics or purpose — it’s about performance. It’s time to align strategy with the real drivers of market growth. It’s all about GROWTH.

🗣Panelists:
Lela Coffey, VP of Multicultural Business Acceleration, P&G
Carla Dodds, CMO, Aarons
Liz Blacker, EVP, Global Sales & Marketing, Sabio
Sindy Chapa, Associate Professor & Director, Center for Hispanic Marketing Communication, Florida State University
Moderator: Luis Miguel Messianu, President-Chief Creative Officer, MEL

To attend this panel, register here 

3:40 PM – 4:25 PM (45 min)
📍Círculo Creativo USA Session: The Relevance of Creativity for Growth
In today’s competitive landscape, creativity isn’t just a differentiator — it’s a growth engine. This powerful session brings together some of the top creative minds in the U.S. Latino advertising space to explore how culturally resonant, insight-driven creativity fuels brand relevance and business results. It’s not just about making noise — it’s about making meaning. From bold campaigns to transformative storytelling, these leaders will share how creative excellence can unlock the full potential of diverse audiences and position brands at the center of cultural conversations that drive impact.

🗣 Panelists:
Julia Estacio, VP, Group Account Director, alma
Abe García, Chief Creative Officer, Dieste
Flor Leisbachoff, Co-Founder, Chief Creative Officer, BeautifulBeast
Checha Agost-Carreño, Founder & Chief Creative Officer, FOUNDERS
Marco Vega, Co-founder, President & CSO, Creyentes
Moderator: Luis Miguel Messianu, President-Chief Creative Officer, MEL

To attend this panel, register here

4:25 PM – 4:35 PM (10 min)
☕Coffee Break

BLOCK 2: Latino Voices – Representation & Power

4:40 PM – 5:25 PM (45 min)
📍Nueva Network Session: Audioverse Unleashed: Innovating Latino Culture through Music, Media, and Marketing
This session spotlights how visionary media leaders are harnessing the power of the Audioverse — from radio to podcasts — to shape Latino cultural narratives in bold, authentic ways. As audio experiences surge in influence, panelists will explore how brands can craft compelling strategies that resonate with today’s Latino audiences and lead the way in this new era of audio-driven engagement.

🗣 Panelists:
Chesley Maddox-Dorsey, CEO, AURN
Jose Villafane, Founder and CEO Nueva Network
Gonzalo del Fa, President, GroupM Multicultural
Mike Roca, Executive Director, Omnicom Media Group
Moderated by Rene Alegria, Chief Innovation Officer Nueva Network

To attend this panel, register here

5:25 PM – 6:10 PM (45 min)
📍HPRA Session: Latino AF – The Culture Shift You Can’t Ignore
Latino culture isn’t trending – it’s transforming the global landscape. Its influence leads in music, sports, fashion, entertainment, business, and digital media. This panel explores how Latino pop culture is global, with brands, creators, and communities shaping a new mainstream of pride, authenticity, and joy. Latino identity is a unifying force, impacting culture and business. Join industry leaders driving this movement and learn how to lead with Latino influence.

🗣 Panelists:
Stacie de Armas, SVP of Inclusive Intelligence, Nielsen
Jennifer Becerra, Partner, Chief Strategy, Creative Officer, H+M Communications
Gigi Garcia Russo, Chief Innovation & Growth Officer, HUNTER
Mike Valdés-Fauli, President & CEO, Chemistry Cultura
Carmella Glover, President, Diversity Action Alliance
Moderator: Sonia V. Diaz, President, Hispanic Public Relations Association

To attend this panel, register here

6:10 PM – 6:20 PM (10 min)
☕ Coffee Break

BLOCK 3: Belonging, Celebration & Community

6:20 PM – 6:55 PM (35 min)
📍AIMM Session: Consumer Expectations: Why Culture and Authenticity Can’t Be an Afterthought
Today’s consumers expect brands to lead with authenticity and cultural fluency—not treat them as optional. In this session, we will examine how integrating culture into every stage of the marketing process—from strategy and storytelling to media investment—drives stronger connections, brand loyalty, and measurable ROI. Additionally, conversation will also feature data analyzed by consumer segment, offering insight into where culturally attuned marketing is delivering impact—and how you can ensure your brand does not fall short.

🗣 Panelists:
Angelica Nwandu, CEO/Founder, The Shade Room
Robert Velez, Vice President, Inclusive Network & LATAM Sales, VEVO
Christine Issaq, Vice President of Client Partnerships, TelevisaUnivision
Moderator: Lisette Arsuaga, Co-President and Co-CEO, AIMM

To attend this panel, register here

6:55 PM – 7:55 PM (60 min)
🍴 P&G presents: AIMM Belonging Lounge
7:55 PM – 8:55 PM (60 min)
🍻 P&G presents: AIMM Belonging Lounge

To attend the event, register here

Media Consent Disclosure*
Please be advised that filming and photography will take place during Latino US Day at Cannes. By attending this event, you consent to being filmed, photographed, and/or otherwise recorded, and you authorize PRODU and its partners to use such media for editorial, promotional, and commercial purposes across digital and print platforms.