Havas Culture


Communications Project Manager
#VasConTodo is a new Havas All In campaign created by the team at Republica Havas to recognise and celebrate Latinos during Hispanic Heritage Month.

Here, Republica Havas Co-Founders, Jorge Plasencia and Luis Casamayor, talk about the initiatives planned to mark this special month and why it is so important to the Latino community.

Tell us about #VasConTodo and what it involves.

Havas is activating #VasConTodo in North America throughout Hispanic Heritage Month and beyond to celebrate and recognise Latino achievement. We want to show the growing importance of Latinos in all facets of American society, from pop culture and sports to business, from historical nation-building to current policymaking, and we’ll be using insights, data, and knowledge to inform the campaign throughout. The theme, #VasConTodo, really sums up what Latinos are all about: the passion, drive, talent, and culture that have helped shape this nation and will continue to do so.

What other initiatives were organised to celebrate this special month?

Glad you asked! We hosted a well-received virtual fireside chat with some Republica Havas clients that are leaders in the Latino space, including Walmart, National Pork Board, AARP, and Nielsen. We’ll be hosting another fireside chat, “Conversation with a Legend,” where we’ll talk to Gloria Estefan about her road to success and fame. Save the Date for October 7th!

“When we stand proud, confident and united in our culture, others pay attention.”

Why is Hispanic Heritage Month so important and why does the celebration run mid-month?

Hispanic Heritage Month dates back to 1968 when it started as Hispanic Heritage Week as a way to honour the descendants of people from Spain, Mexico, the Caribbean and Central and South America and their contributions to the United States.

In 1988, the week was expanded to a 30-day period starting on September 15 and ending on October 15. The fact that it’s not a calendar month makes it unique among various heritage celebrations, but there’s a good reason why — that period touches on a number of significant dates in Latin American history.

September 15 is Independence Day in Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua, while Mexico and Chile celebrate their independence on September 16 and 18, respectively. The 30-day period also includes Columbus Day, or Día de la Raza, on October 12, making October 15 a great way to wrap up the month.

Having a formally designated Hispanic Heritage Month is important as it provides a framework for educating both Latinos and the public at large about our long historical and cultural footprint in this country, which many people are unaware of.

How can we continue to raise awareness of Hispanic Heritage?

By continuing to celebrate it in any way we can! Maybe that means taking a non-Latino friend to a Latin cuisine restaurant or including them in a family celebration, supporting Latino businesses, downloading a song by a Latino artist or voting for Latino candidates. When we stand proud, confident and united in our culture, others pay attention. 

How has your family and heritage shaped your perspective and influenced what you do now?

Our parents fled Cuba after the revolution and arrived in Miami to start over, as many had to do. They taught us both to be immensely grateful for this country but also to be proud of where we come from. Maybe that’s partly why our careers have always revolved around the Latino/Hispanic community in some capacity. Before we co-founded Republica, Jorge worked in media, music and sports, while Luis owned a marketing company. We’ve always been driven by the belief that the Latino story is a cornerstone of the larger American story and needs wider recognition.

What is a Hispanic tradition you wish to pass down, that your parents passed down to you?

The importance of family, hands down. Family is the backbone of Hispanic culture and society. At Republica Havas, we’ve carried that value into the workplace by fostering an inclusive, family-like setting for our employees, who represent 25 countries and five languages, by the way.

We have family-friendly policies aimed at attaining work-life balance and well-being, and we regularly celebrate birthdays and employee achievements. We want our staff to want to come to work every day and to know that they are each valued for their unique talents. We know that without our Republica fam, we wouldn’t be where we are today.

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