Xochitl Leon of Wells Fargo: At L’ATTITUDE we raised the Empowerful and brand messages to a macro level

Wells Fargo has been serving and empowering Hispanics in the U.S. since its inception. One of the efforts it has made for the community was to sponsor the L’ATTITUDE conference for the second straight year, between Sept. 26-29. Xochitl Leon, head of Hispanic Segment Strategy at Wells Fargo, said the bank’s participation in L’ATTITUDE was basically to present the 2019 U.S. Latino GDP Report from the Latino Donor Collective (LDC). “The report provided the latest data on the role, scope, and trajectory of the Latino influence on the U.S. economy,” she said. “One key finding puts the Latino community’s high rates of labor-force participation and high levels of employment in the spotlight. Sixty-six percent of the Hispanic population is either employed or looking for work.” In 2019, the executive said, Wells Fargo launched a cultural engagement platform to connect with diverse communities, including the Hispanic segment. “The Empowerful campaign is heavily digital, covers the U.S. footprint and has a heightened focus on Hispanic audiences. The Empowerful campaign seeks to create an emotional connection with diverse communities.” At L’ATTITUDE, for example, the Empowerful messaging and branding was raised to a macro level across the key touchpoints of the conference including the booth experience. The campaign homed in on three key areas for Latinos: homeownership, entrepreneurship and educational achievements.