havas Content printed form Havas - The Download - https://download.havas.com/posts/cannes-2019-how-hispanic-culture-is-influencing-the-ad-industry/
Agency Life

CANNES 2019: Celebrating the Hispanic Community

CANNES 2019: Celebrating the Hispanic Community

Danielle Smith

Danielle Smith

June 17, 2019

Republica Havas’s Chairman and CEO Jorge A. Plasencia on why being Hispanic shapes everything he does.

"By 2020, Latinos will represent almost a quarter of all US GDP growth and account for 13% of the country's total GDP."

“If the US Hispanic market were an economy of its own, it would be the seventh largest in the world, ahead of major countries including India, Brazil, Italy, and Canada,” says Plasencia, who is co-hosting “León Latinx: Hispanics in Cannes,” a panel discussion around how Hispanic culture is influencing the advertising industry today at Cannes Lions. Ahead of the panel, which will take place from 5:00 p.m.-6:30 p.m. at the Wall Street Journal House, Plasencia shares why he is proud to co-host the event and why a culturally relevant Hispanic and multicultural strategy is a must for brands and marketers.

How did you get started with a career in advertising?

It’s been a journey. I started as an intern at a radio station in Miami when I was a teenager. I then worked in promotions and special events. I was in radio for many years and have also worked in music, sports, and entertainment, so I always knew that I enjoyed working with and being surrounded by creativity.

What drives you?

The fact that there’s still so much opportunity to educate brands about the Latin culture and what drives us.

Why are you co-hosting this León Latinx Hispanics in Cannes Events?

This event is very important because it’s placing US Hispanics on a global stage. The fact that leaders from brands, agencies, and the media are coming together to validate the breadth and power of the US Hispanic market. The proof is in the numbers. With nearly 60 million Hispanics in the US, by next year (2020), Latinos will represent almost a quarter of all US GDP growth and account for 13% of the country’s total GDP. If the US Hispanic market were an economy of its own, it would be the seventh largest in the world, ahead of major countries including India, Brazil, Italy, and Canada.

How does being Hispanic shape the way you work and the overall person you are?

It’s everything. I was born in the US from Cuban parents and feel totally connected to my heritage. My family instilled my drive and passion for my culture, as well as an uncompromising work ethic. I am what’s referred to as a “two-hundred percenter” –someone that fully lives both their American and Latin cultures.

What will the conversation on the panel focus on specifically?

The depth, cultural nuances, and sheer size of the opportunity in the market.

What do you want people to leave this event feeling and thinking?

A culturally relevant Hispanic and multicultural strategy is a business imperative.

What changes would you like to see in the industry that would support diversity and inclusion?

It’s getting better, but we still have a way to go. I would like to see more people of diverse backgrounds in leadership roles across the industry.

"By 2020, Latinos will represent almost a quarter of all US GDP growth and account for 13% of the country's total GDP."

“If the US Hispanic market were an economy of its own, it would be the seventh largest in the world, ahead of major countries including India, Brazil, Italy, and Canada,” says Plasencia, who is co-hosting “León Latinx: Hispanics in Cannes,” a panel discussion around how Hispanic culture is influencing the advertising industry today at Cannes Lions. Ahead of the panel, which will take place from 5:00 p.m.-6:30 p.m. at the Wall Street Journal House, Plasencia shares why he is proud to co-host the event and why a culturally relevant Hispanic and multicultural strategy is a must for brands and marketers.

How did you get started with a career in advertising?

It’s been a journey. I started as an intern at a radio station in Miami when I was a teenager. I then worked in promotions and special events. I was in radio for many years and have also worked in music, sports, and entertainment, so I always knew that I enjoyed working with and being surrounded by creativity.

What drives you?

The fact that there’s still so much opportunity to educate brands about the Latin culture and what drives us.

Why are you co-hosting this León Latinx Hispanics in Cannes Events?

This event is very important because it’s placing US Hispanics on a global stage. The fact that leaders from brands, agencies, and the media are coming together to validate the breadth and power of the US Hispanic market. The proof is in the numbers. With nearly 60 million Hispanics in the US, by next year (2020), Latinos will represent almost a quarter of all US GDP growth and account for 13% of the country’s total GDP. If the US Hispanic market were an economy of its own, it would be the seventh largest in the world, ahead of major countries including India, Brazil, Italy, and Canada.

How does being Hispanic shape the way you work and the overall person you are?

It’s everything. I was born in the US from Cuban parents and feel totally connected to my heritage. My family instilled my drive and passion for my culture, as well as an uncompromising work ethic. I am what’s referred to as a “two-hundred percenter” –someone that fully lives both their American and Latin cultures.

What will the conversation on the panel focus on specifically?

The depth, cultural nuances, and sheer size of the opportunity in the market.

What do you want people to leave this event feeling and thinking?

A culturally relevant Hispanic and multicultural strategy is a business imperative.

What changes would you like to see in the industry that would support diversity and inclusion?

It’s getting better, but we still have a way to go. I would like to see more people of diverse backgrounds in leadership roles across the industry.

Danielle Smith is the Communications Manager of Havas Group. She’s believes every meal can be tacos if you have tortillas and the heart to try.

contact our office

Call:

Stop by:

Connect:

Cookie Settings