All Inclusive: “Every Campaign Is a Chance to Make a Difference and Push for a More Inclusive Industry”
ALTERED.LA is fighting for more equal representation and an all-inclusive general market. Over the course of 20 years in the biz, Marcos Cline, ALTERED.LA founder and EP, has seen the power of Latin audiences grow exponentially and is passionate about ensuring this market is authentically and creatively catered to. Representing top-notch award-winning directors, ALTERED.LA believes it's important for Hispanic representation in front of and behind the camera and is advocating for clients to pursue this demographic as part of growing their business.
For this new LBB series, ALTERED.LA will be speaking to representatives from the biggest agencies in the industry to see what they too are doing to advocate for more authentic bicultural storytelling, how this will grant the next generation of Hispanic talent a foot in the door and why this will result in greater Latin representation within the General US Market overall.
As head of production at GUT Miami, Renata Neumann stands at the forefront of a transformative wave in the advertising industry, championing the vital role of Hispanic representation in shaping authentic and impactful narratives. With a deep commitment to celebrating cultural diversity and fostering understanding, Renata believes that increased Hispanic representation not only enriches societal dialogue but also drives meaningful change by breaking down stereotypes and highlighting the vibrancy of Hispanic culture. Through her work, Renata is dedicated to ensuring that Hispanic voices are not just included but are actively leading the narrative, paving the way for a more inclusive and representative media landscape.
LBB> In what ways do you believe increased Hispanic representation can contribute to societal change and cultural enrichment?
Renata> I truly believe that increased Hispanic representation can bring a fresh perspective to the table. Hispanic culture is vibrant and diverse, rich with traditions, languages, dialects and experiences that can bring a unique point of view across various fields. Authentic representation can foster empathy and understanding among different communities, helping to break stereotypes and open up conversations that can lead to real societal change. It’s all about celebrating our differences and finding common ground.
LBB> Can you describe any specific initiatives or policies GUT has implemented to promote Hispanic or bicultural storytelling in your campaigns?
Renata> GUT is a diverse agency with Latin American roots at its core, and we look to champion diversity across all departments and levels. By incorporating different points of view, including those of the Hispanic community, we bring a rich array of ideas and perspectives that fuel creativity and innovation, allowing us to connect more authentically with diverse audiences and deliver powerful campaigns.
LBB> Can you share a recent project that exemplifies GUT’s commitment to authentic Hispanic representation and storytelling?
Renata> Last month GUT Los Angeles launched “Can’t Help Helping”, a campaign for DoorDash, highlighting how being a Dasher provides flexibility that allows the people to honour their commitments to their families and still earn a living. The campaign targeted the Hispanic community, known for their strong family ties, and it celebrated that one person in Hispanic families who are always there to help out.
LBB> What opportunities do you see for brands and agencies in better engaging with the Hispanic demographic?
Renata> Hispanics make up 19% of the US population and this is growing, so there is a huge opportunity for brands to connect more deeply with the Hispanic market to grow their business. Additionally, young Hispanics are increasingly shaping trends and this cannot go overlooked.
LBB> How do you envision the future of Hispanic representation in the advertising industry, and what role do you see GUT playing in this evolution?
Renata> I see a future where Hispanic voices are not just included but are also leading the narrative, playing a vital role in storytelling, shaping agency identities, and as a consequence, having our culture reflected in brand campaigns. GUT is playing a pivotal role in this evolution by championing diversity in all levels, and leveraging our diverse team to craft campaigns that are inclusive and culturally relevant.
LBB> And finally, how do you stay inspired and motivated to push for more inclusive representation in the industry?
Renata> Knowing that our work can influence change keeps me motivated. Every campaign is a chance to make a difference and push for a more inclusive industry. And that’s a reason to keep myself surrounded by people from different backgrounds and cultures, who care about representation just as much as I do.
