Latino Culture Takes Center Stage at Cannes Lions as the New Mainstream
Latino US Day returns to the Croisette this Thursday, June 19, for its highly anticipated second edition during the Cannes Lions International Festival of Creativity. The all day event promises to amplify the voice and value of the Hispanic marketing and communications community and deliver a wake-up call to brands and agencies still playing catch-up with the cultural shift already in motion.
Presented by the Hispanic Public Relations Association (HPRA), the session we are most excited about, “Latino AF: The Culture Shift You Can’t Ignore,” offers more than inspiration. It’s a strategic imperative.
“Latino culture isn’t trending—it’s transforming the global landscape.” The panel will explore how Latino identity is not just influencing but redefining music, sports, fashion, entertainment, business, and digital media. The conversation aims to center Latino creators, communities, and consumers as core drivers of growth and innovation—not niche audiences.
The panel is led by moderator Sonia V. Diaz, President of HPRA, and features a powerful lineup of leaders bringing distinct insights:
Stacie de Armas, SVP of Inclusive Intelligence at Nielsen, brings rigorous data and research, illustrating how Latino audiences are not only fast-growing but also disproportionately driving cultural engagement and consumer influence.
Jennifer Becerra, Partner and Chief Strategy & Creative Officer at H+M Communications, offers a lens into how to translate Latino culture authentically into campaigns that resonate across platforms.
Gigi García Russo, Chief Innovation & Growth Officer at HUNTER, will speak to brand transformation and the role of Latino culture as a growth engine.
Mike Valdés-Fauli, President & CEO of Chemistry Cultura, will share on-the-ground expertise working with major brands to create culturally fluent campaigns that go beyond surface-level inclusion.
Carmella Glover, President of the Diversity Action Alliance, adds critical perspective on systems change and the role of leadership in turning cultural alignment into corporate accountability.
For communications professionals, the message is clear: the Latino community is the main event. García Russo frames it with clarity, “What I love reflecting on is how much the Hispanic community has influenced and shaped pop culture. From food to music to fashion, Latino culture is culture. If you’re a brand or an agency or even a small business looking to unlock growth, build a relationship with us, hire us, be in it with us for the long-haul.”
Backed by industry powerhouses including Adsmovil, Procter & Gamble, the Hispanic Marketing Council (HMC), the Alliance for Inclusive and Multicultural Marketing (AIMM), Círculo Creativo USA, and Nueva Network, Latino US Day is gaining traction as one of the most culturally vital events of the week. More allies are expected to be announced in the days leading up to the session, further expanding its influence across the creative and communications industries.
For communications professionals the Latino community is what’s now.
