Latino US Day Strengthens Its Presence at Cannes in Its Third Edition

On Thursday, June 25, the third edition of Latino US Day will take place as part of the Cannes Lions International Festival of Creativity. This exclusive gathering, hosted by Advertising Week LatAm powered by PRODU, will celebrate and amplify the influence of the Hispanic and Latino community within the marketing and communications industry.

This year, the content directly intersects with the World Cup phenomenon and the attention economy, exploring how Latino voices are successfully hacking culture and redefining the industry’s global reach.

The event, scheduled from 2:00 PM to 8:00 PM (local time), will feature a series of activities including networking sessions, panels, fireside chats, editorial coverage with leading industry voices, and will conclude with a closing cocktail reception. Attendees will have the opportunity to connect with thought leaders and discover the latest trends and innovations shaping the marketing and advertising landscape.

The event will take place at Le Rooftop, The Penthouse (9th floor), 67 Boulevard de la Croisette. It promises to be an afternoon of brilliant ideas and high-level networking featuring some of the best Latino talent in the industry.

Latino US Day is made possible thanks to the generous support of its sponsors: Procter & Gamble (P&G), Numatec, SeeALL Marketing Alliance (SAMA), Dailymotion Advertising, MediaCo, and strategic partners such as the Hispanic Marketing Council (HMC), Círculo Creativo USA, Talkability and Publicitarias, with more partners to be announced.

AGENDA

👋 2:00 PM – 2:30 PM: Welcome
Roko Izarra, CEO, PRODU

Block 1: Sponsored by P&G
Playing for Reach: The Game of Media and Audiences at Global Scale
2:30 PM – 3:15 PM
📝 P&G Session: The Human Edge: Marketing in the Age of Artificial Intelligence

This session will explore how brands are balancing scale, automation, and AI-driven efficiency with the irreplaceable value of human insight, creativity, and cultural sensitivity, especially when connecting with global and multicultural audiences.
Register here

🗣️ Panelists:
Luis Miguel Messianu, Founder, President & Chief Creative Officer, MEL
Stacie de Armas, Senior Vice President of Inclusive Intelligence, Nielsen
Francisco Cárdenas, Brand Director & Digital Marketing, Avocados From Mexico
Moderator: Michelle Cobas, Chief Growth Officer, MEL

3:15 PM – 4:00 PM
📝 FOUNDERS Session: The Generation We Can’t Afford to Lose

Every major cultural shift starts with people willing to challenge the status quo. This conversation brings together a mother who turned grief into a movement, a leading Gen Z voice, and a creative leader to explore how creativity, activism, and youth leadership are shaping the future—and why empowering the next generation is one of the most urgent challenges of our time.
Register here

🗣️ Panelists:
Patricia Oliver, Co-founder & Executive Leader, Change the Ref
Kahlil Greene, Gen Z Historian, Influencer & Digital Educator
Moderator: Tanya De Poli, Co-Founder & CEO, FOUNDERS

4:00 PM – 4:45 PM
📝 Numatec Session: The New Cultural Playbook: Where Creativity, AI & Entertainment Collide

As technology transforms content creation and consumption, brands have new opportunities to connect through culture. This conversation explores how creativity, AI and entertainment are reshaping storytelling, engagement and relevance in the attention economy.
Register here

🗣️ Panelists:
Manny Ruiz, CEO & Co Founder, Brilla Media
Nicolás Álvarez Schiano, Senior Brand Manager, Tecate
Giuliano Stiglitz, CEO, Numatec
Diana Lozada, Regional Brands & New Categories Director, HEINEKEN Mexico
John Maxwell, CEO, Sangria
Moderator: Roko Izarra, CEO, PRODU

🍹 4:45 PM – 5:10 PM: Networking Break presented by P&G and NUMATEC

4:45 PM – 5:10 PM (simultaneously)
📝 Publicitarias Session: Latinas in the Spotlight: When Cultural Intelligence Becomes Creative Power

As brands seek deeper cultural relevance, Latina leaders are helping redefine how creativity connects with audiences. This conversation explores how cultural intelligence, diverse perspectives, and authentic storytelling are becoming powerful drivers of innovation, influence, and business growth in today’s advertising industry.
Register here

🗣️ Panelists:
Laura Rovira, Associate Design Director, Monks
Karo Gómez, Social Media Lead, Havas Hoy
Amanda García, Head of Marketing, LicitaLAB
Romina Calcagno, Cofounder, Cosmos
Moderator: Alita Pereyra, Creative & Media Leader, Publicitarias

Block 2: Sponsored by Dailymotion
Capitalizing on the Moment: Culture, Influence, and the Power of Latino Voices

5:10 PM – 5:55 PM
📝 Dailymotion Advertising Session: CTV, audience evolution and the future of premium video experiences
As streaming continues to reshape media consumption, Connected TV (CTV) is changing how brands reach and engage audiences. This conversation will explore evolving viewer behaviors, the rise of premium video environments, and new opportunities for advertisers in the streaming era.
Register here

🗣️ Panelists:
Lara Krumholz, General Manager & Senior Vice President Latin America, Dailymotion
Andy Berman, Chief Growth Officer, dentsu
Carolina Carmona, CMO, Falabella Colombia
Moderator: Gordon Young, Editor in Chief, The Drum

5:55 PM – 6:40 PM
📝 Circulo Creativo USA Session: The Freedom to Create Viral Ideas

In an era where attention is earned, not bought, independent agencies are redefining how cultural ideas are created. The Freedom to Create Viral Ideas explores why the most relevant work comes from agile teams deeply connected to culture. Because virality does not emerge from committees, but from bold ideas that move people.
Register here

🗣️ Panelists:
Verónica Elizondo, CCO, Conill
Beatriz Torres Marin, Executive Creative Director, Social & Digital, alma
Christian Mondragon, Associate Creative Director, Casanova // McCann
Checha Agost-Carreño, Founder & Chief Creative Officer, Founders
Moderator: Alejandra Haro, Creative Director Copywriter, Circulo Creativo USA

Block 3: Sponsored by P&G, SAMA, and MediaCo
The Final Whistle: Belonging, Celebration, and Community
6:45 PM – 7:05 PM
📝 The Hispanic Market as a Signal of Growth 

Hispanic influence is transforming how brands understand culture, creativity, and growth in a multicultural world. Executives from across the marketing, media, and brand ecosystem will explore what global marketing can learn from this market.
Register here

🗣️ Panelists:
Alex Miranda, Managing Director, Inclusive Marketing, KNOCK Inc
Flor Palazzolo, Founder, Civil Mafia
Jorge Plasencia, Co-Founder, Chairman, CEO of Republica Havas, & Global Chief Client Officer, Havas Creative Network
Moderator: Gisella Fu-Ripp, SVP of Sales, LatiNation

7:10 PM – 7:30 PM
📝 Culture is Currency 

Culture today is a business driver that fuels trust, relevance, and impact. This conversation will explore how to build culturally intelligent organizations through more strategic investments.
Register here

🗣️ Panelists:
Josh Loebner, Global Head of Inclusive Design, VML
Kelsey Newberry, VP of Brand Marketing, eos Products
Kristian May Stewart, Co-Founder and Chief Strategy Officer, Contender
Jeannine Shao Collins, Chief Client Officer, Kargo
Moderator: Carlos Santiago, EVP Inclusive Marketing Practice, ANA

🍹 7:30 PM – 8:00 PM: Closing Cocktail Reception

Image Use Consent Disclosure*

Please note 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 recorded, and authorize PRODU and its partners to use such material for editorial, promotional, and commercial purposes across digital and print platforms.