EBM founder and chief executive officer Manuel de la Rica sat down with M&M Global at Local Planet’s global conference at the Habana Libre to discuss how he went about setting up Cuba’s first agency.

“Cuba is a very exciting country to bring advertising because at this moment, twelve years ago, it was never talking about advertising here in this country,” commented de la Rica.

De la Rica said that, despite many people commenting that it would be hard to bring advertising to Cuba, he found it “really easy”.