One additional aspect that has started to get more attention is the importance of consistency and commitment to targeting multicultural consumers as part of a brand’s marketing plans.
As the country moves toward a minority-majority society, we expect further growth in multiracial families, which will increase the need for advertisers to understand that a one-size-fits-all message strategy won't be as effective as it used to be in the ‘60s, '70s, and '80s.
Standing with these groups in hard times will pay dividends long after they’ve gone back to shopping as usual.
How does Hispanic/multicultural mainstream agency Alma Agency manage itself in the current environment? COO Isaac Mizrahi shares Alma’s philosophy in this exclusive interview.
|Client||Start Year||End Year|
|State Farm Insurance||1998||Current|
|The Clorox Company||2007||Current|
|Tobacco Free Florida||2009||Current|
|Memorial Sloan Kettering Cancer Center||2019||Current|
|Cinnamon Toast Crunch||2019||Current|
Alma is an agency of modern culture marketers with diversity and inclusion in its DNA. Unlocking culture through effective emotional storytelling is at the core of what we do.
Powered by thought leadership, creative effectiveness and excellence since 1994, we honed our skills in segmentation starting with Hispanic, and have taken that skillset and applied it to the myriad segments that represent modern culture in America.
To truly connect with those segments, it is not enough to tell great stories. To drive connections and our clients’ business growth, we have to tell the right stories. To do that, we go deep to unlock deep cultural insights and help brands find their soul.
We do this by mining for specific consumer insights to create authentic, emotionally-driven stories that impact brands’ bottom line.
This approach has made us one of the top multicultural agencies in the U.S., with 23 Cannes Lions, 6 EFFIES and six-time recognition on AdAge’s Agency A-List, as well as other national and international accolades.
Luis Miguel Messianu
Creative Chairman, CEO
Co-President & Chief Operating Officer
Co-President & Chief Creative Officer
SVP Account Services
VP Strategic Insights
VP New Business