Liz Castells-Heard on Turning Cultural Insight into Business Impact

Rupert sits down with Liz Castells-Heard, CEO and Chief Strategy Officer at Infusion by Castells, joined by Leticia Juárez, Partner and EVP of Strategy and Marketing, and Rodrigo Ribeiro, Chief Creative Officer, to explore how cultural fluency—not just creativity—is the true driver of modern marketing success. Together, they dive into the power of authentic storytelling, why multicultural audiences can’t be treated as an afterthought, and how brands can earn attention in a world where most advertising is ignored.

Liz shares her remarkable journey from a Cuban-born exile to leading one of the most influential multicultural agencies in the U.S., shaped by resilience, curiosity, and an unwavering belief in the power of truth in advertising. Alongside Leti and Rodrigo, the conversation unpacks what it takes to build campaigns that don’t just perform, but shift business outcomes—from redefining McDonald’s growth strategy to creating culturally resonant work that drives real connection and impact.

Rupert Maconick is the Founder and Executive Producer of Seville Productions. Seville Productions works with major brands to produce brand-sponsored films and documentaries on a wide range of social and environmental issues.