Actions and Advice from Hispanic and Latin American Summit

When it comes to Hispanic and Latin American empowerment, challenging stereotypes while maintaining cultural pride comes to the forefront of the conversation. This was a central topic during Adweek's Hispanic and Latin American Summit featuring marketing executives from Burger King, Estee Lauder, The Walt Disney Company, IBM, Verizon and more that encouraged leaders in marketing and advertising to offer calls to action. The event, which united guest speakers from a variety of backgrounds under a common goal, stressed the importance of authentic outreach, heightened representation and meaningful action from brands that have historically valued profit over inclusion. [jwplayer WM6QRIP6] Watch the full video of the event here or catch the podcast version on CMO Moves. Understand the Value of Identity "Growing up, I really wanted to blend in. But my mother and parents said 'You know what Maria, you may not know it now, but culture and language are a gift." Maria Winans, CMO, IBM Americas "It's the intrinsic values that we bring to the table. The family, the camaraderie, The opportunity for us to work together and include others. We're going into a very important era for our new generations." Fabiola Torres, CMO and svp of Energy, PepsiCo "The power of Latinos lies so much in their numbers as in their values. We're hardworking, we're aspirational, we're professional. We care about families and friends, and those values are the way we lead. And we need to make sure that companies understand who we are so that they can manage this better and promote us better.” Claudia Romo Edelman, Founder and CEO, We Are All Human "As Latin talent, what can we do to have a seat at the table? Recognize that we do have amazing skills. We’re hard workers. Our experiences have made us resilient in many of our markets. We have learned to be resourceful." Rosi Ajjam, vp and GM, Aramis and designer fragrance lab series, Estee Lauder Create Cross-Cultural Unity "There is no one flavor of being Latino or Latina. We are beautifully intersectional.” Susan Betts, director of brand strategy and management, Google "We need to promote and support an ownership mentality in our community. Ownership in our business, in our capital, in our corporate development pathway. And really truly support each other in those factors.” Xavier Gutierrez, president and CEO, Arizona Coyotes "Try to have relationships more than a network, and then let those relationships create your network. So as you reach out to us, I think that those relationships don't only have to be with the people that are speaking in the panel, but it's more important to have relationships around the 962 people that are listening and to create that unity." Andrea Perez, global vp and GM, Nike’s Jordan Brand "When I think of advocacy, I think of what we need to do internally in our organizations. It isn't the responsibility of the D&I department, right? It's the responsibility of all of us.” Yvette Peña, vp of multicultural leadership, AARP Convey that Inclusion Means Profit "Gone are the days when brands can differentiate between their political, social justice views and their consumer-facing, marketing agendas.” Jesus M. Gonzalez, president and co-founder, Sonus Agency "I'm unapologetic about making these statements. The economic success of the United States squarely relies on the economic empowerment of Latinos. Brands either need to understand that or someone who does will eat their lunch.” Xavier Gutierrez, president and CEO, Arizona Coyotes Demand Investment in the Community "'We need to have control over our own stories, our own leadership. We are invisible, and this is a crisis." Steven Wolfe Pereira, CEO and co-founder, Encantos "We need to be more engaged as companies across the industry. What's beautiful is that ad agencies are involved so that students could get the agency experience. We've got corporations involved so they could get the client-side of the experience. We all know what it takes.” Magda Yrizarry, senior vp and chief diversity officer, Verizon "If you want to do it right, you should probably have an internal representation of the target audience. It’s much easier to be empathetic, to understand, to have insights, to know how people will react if you have a team that doesn’t just understand that community but is part of that community." Fernando Machado, global CMO, Burger King "I'm speaking to all the junior people that are watching or listening. Raise your hand. If you are the only person in the room, raise your hand, build a case study for a project that can demonstrate and unlock the opportunity to tell more stories that also drive the bottom or top line of a business." Ivan Heredia, vp of brand engagement and revenue, The Walt Disney Company

Diversity, Equity and Inclusion

Actions and Advice from Hispanic and Latin American Summit

Adweek Staff

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