Isaac Mizrahi of ALMA: When done right, effectiveness trumps efficiency

Listening is the new question, not running to talk in social networks. This is what Isaac Mizrahi ALMA’s co-president and CCO said during his presentation Winning vs. Private label at the Univision Leading to the change conference. “When done right, effectiveness trumps efficiency” Mizrahi said, referring to the Aroma que enamora campaign for Glad. The total market campaign boosted the launch of Glad bags with Gain aroma, aiming to Hispanic insights. “Marketers must drive with Hispanic insights to boost growth” he assured. Mizrahi highlighted that agencies must understand consumers from their habits and attitudes. “Embracing the Hispanic concept of values beyond price” he said.