Mara Fernandez, PRODU; Tanya De Poli, Founders; Santi Lucero, SAMY Alliance and Jessica Ricaurte, Adsmovil
Cultural Nuance in Cross-Platform Campaigns was one of the panels at the Latin US Day in Cannes, in which Tanya De Poli, Founder & Chief Operating Officer, FOUNDERS, Jessica Ricaurte, CRO, Adsmovil and Santi Lucero, Global Creative Director, Samy Alliance spoke about cultural sensitivity and precision in advertising across different platforms, and how to effectively tailor messages to diverse Latino audiences under the moderation of Mara Fernandez, CTO, PRODU.
“Cultural relevance is key not only in advertising, but in everything we do in our lives,” said Lucero.
For De Poli the only way to achieve a relevant campaign is with a diverse team. Therefore, he mentioned as an example his agency, which has 65 employees from 15 different countries. “This is the only way we have been able to achieve global campaigns with multicultural impact.”
For his part, Ricaurte added that only a diverse team can find different solutions for brands. “Let’s understand that the only risk is not joining the conversation and not understanding that the future is in the Hispanic market”.
