Roko Izarra of PRODU Opens Latino US Day at Cannes Lions: “Be Proud of Who We Are”

The third edition of Latino US Day officially kicked off at Cannes Lions 2026 with opening remarks from PRODU CEO Roko Izarra, who reflected on the evolution of Latino identity in the United States and the growing cultural influence of Hispanic communities around the world.

Before introducing the day’s first panel, Izarra welcomed attendees by highlighting PRODU’s decades-long commitment to the industry.

“Images speak louder than words,” he said, inviting the audience to watch a short video celebrating PRODU’s journey. Founded more than three decades ago—long before the internet transformed the media landscape—the company has evolved alongside the entertainment, advertising, and marketing industries while remaining committed to delivering fast, relevant, and accessible content.

Izarra then shared a personal story that illustrated the profound cultural shift he has witnessed throughout his lifetime.

“My father, Richard, started PRODU in Miami 37 years ago,” he said. “I moved to the United States when I was seven years old, and I remember walking through the supermarket feeling embarrassed to be Hispanic. Because of my name, I used to tell people I was Italian.”

Today, he said, that reality has changed dramatically.

“More than 30 years later, my daughters proudly say they’re Mexican. They have both Mexican and U.S. passports, and they’re proud of who they are.”

For Izarra, that transformation extends far beyond his own family. He pointed to the increasing visibility of Latino artists and creators on the world’s biggest stages as evidence that Latino culture has become a global force.

“When I see Shakira performing on one of the world’s biggest stages, when I see Bad Bunny at an event as important as the Super Bowl, or when I get into a taxi and hear the music that’s playing, I know we’re shaping culture.”

Addressing the audience of marketers, creatives, and industry leaders, Izarra emphasized the responsibility they share in helping brands engage authentically with Latino communities.

“Everyone here is responsible for adapting to that culture, marketing to it, and elevating it,” he said. “That’s what we’ve been doing at PRODU since the beginning—being proud of who we are and showing it to the world.”

He concluded by thanking the event’s sponsors before inviting the first panelists to the stage, officially launching a day dedicated to exploring culture, creativity, and the future of Latino marketing.

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