In celebration of Hispanic Heritage Month, John Gallegos, CEO of the creative communications group United Collective, joined Cheddar to talk about his experience as a Latino business leader in advertising. He also discussed spotting the need in the marketing space to do a better job targeting multicultural audiences. "I think, really, what we need to have happen here is to have a mindset shift, and shift from seeing Hispanics as merely a 20 percent volume minority in the country to, in fact, being a growth majority. They’re driving the growth," Gallegos explained.