Program Launches with New ‘Powering Progress’ Campaign to Challenge Stereotypes and Inspire Broad Support for Hispanics In celebration of Hispanic Heritage Month, Procter Gamble is proud to introduce a comprehensive initiative to accelerate progress of Hispanic communities across the U.S. PG Kicks Off Hispanic Heritage Month (Photo: Business Wire). To launch the initiative, PG produced a powerful film called “ Powering Progress ” to showcase that Hispanic progress is a pro for America. Despite the challenges the Hispanic community faces – including misrepresentation, inequality, and lack of access to resources – their resilience and support of their community has enabled them to make significant contributions to the U.S. To accelerate progress, PG recognizes that more support is needed for Hispanic communities. The film, created in collaboration with the creative agency ALMA, is a call to action to bring stakeholders together to create alliances for bigger impact.
News P&G, 09/14/2021
The campaign includes a limited-edition can designed with the artist’s signature colors and a donation to the Accion Opportunity Fund.
|Client||Start Year||End Year|
|State Farm Insurance||1998||Current|
|Tobacco Free Florida||2009||Current|
|Memorial Sloan Kettering Cancer Center||2019||Current|
|Wells Fargo Bank||2020||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 #1 agency in the US, first-ever multicultural, with 32 Cannes Lions, 21 EFFIES and seven-time recognition on AdAge’s Agency A-List, as well as other national and international accolades.
SVP Strategic Insights
EVP Account Services
President & Chief Creative Officer
President & CEO
Luis Miguel Messianu
Creative Chairman, CEO