In this Talks With Teads conversation from Cannes, Carlos Rojas, CEO of IPG Mediabrands Latin America, shares how the region is bridging data and creativity to fuel a more intelligent, consumer-focused media future.
Key Insights
Creative Without Data is Incomplete
Cannes has evolved from a purely creative festival into a proving ground for digital intelligence. Carlos notes, “The traditional creative festival has been taken by the digital.” It’s no longer enough to lead with ideas alone- marketers need insight into how, when, and why those ideas are landing.
Every Moment Should Be Shoppable
Consumer journeys are no longer linear. “It begins and ends with shoppable moments,” Carlos explains. That constant cycle creates a loop—where every interaction generates insights that feed future campaigns. From discovery to purchase, relevance is driven by real-time understanding.
Data-Informed Inputs Lead to Better Creative
Carlos highlights how media and creative teams can operate in true symbiosis when supported by strong data systems. “It becomes a virtuous circle,” he says. With every campaign, marketers learn more—and use that to refine creative and optimize strategy. That enrichment is where the magic happens.
Balance is the Future
Rather than data vs. creativity, the future is both. “That’s where the balance of data and creativity really can be in symbiosis,” Carlos shares. By designing processes where insights fuel ideas—and vice versa—teams can deliver more meaningful campaigns at scale.
For more insights from industry leaders, explore our Talks With Teads series.