Creative Thinkers

Creative Flavor: Roberto Lastra Wants to Do Work That 'Leaves No Audience Behind'

Lovers Not Haters' founder is ready to toss the industry's binary approach to culture

Roberto Lastra — "People want to be spoken to based on their cultural identity and not just where their parents or grandparents came from," said the agency founder.Roberto Lastra

By Shannon Miller

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If you ask agency Lovers Not Haters’ founder and CEO Roberto Lastra about his ideal client, he’s not going to point to a specific person or brand. For the San Diego-based creative, the right business partner is simply ready to do two vital things: do great work and do the right work.

“Great work is the only way to cut through and engage,” Lastra told Adweek for Creative Flavor, a series made in conjunction with Produ and Circulo Creativo.

Shannon Miller

Shannon Miller is Adweek's managing editor of creativity, the creator economy and DEI.

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