Álvar Suñol from ALMA: The New Socio-Cultural Reality has Redefined the Meaning of U.S. Hispanic Market

Álvar Suñol, Co-President and CCO at ALMA, has been in the U.S. Hispanic market for three years, and says that creative quality has developed enormously, and this was reflected in the last edition of the U.S.H. Idea Awards. “The evolution is amazing. The quality/time relation is absolutely disproportionate. I would say that the new socio-cultural reality of the country has redefined the meaning of Hispanic market.”He adds that the battlefield has changed and that ferocious competition “has forced agencies to demand more from themselves, to better understand the moment and tap into opportunities, improving their work in every aspect” he explained to PRODU.Suñol, who has vast experience as a juror in international festivals, debuted in the 2016 U.S.H. Idea Awards. “To be part of the jury in a festival is always an honor and at the same time, a huge responsibility. Your vote can represent happiness for a few or a disappointment for many others, but above all, you learn that there is nothing more subjective and fragile than our opinion on an idea, and that only the strongest and more brilliant ideas stand out above subjectivity and personal preferences.”