MERCADEO Versión en español
Best of 2013: Luis Miguel Messianu of Alma says what we knew as the general market no longer exists, its a multicultural market now
8 de diciembre de 2013
Messianu: Del 2010 a la fecha hemos duplicado a la agencia en resultados financieros y en tamaño
Luis Miguel Messianu, president and CCO of Alma, spoke with PRODU to share his take on the best moments of the year 2013, both in the Hispanic market and in his Miami-based Hispanic agency.In general it was a good year for the Hispanic market, and I believe the most important subject was the talk about the Total Market. A lot of folks are nervous about that idea but I believe its a chance to show that multicultural agencies are better prepared to face the matter than agencies of the general market.What we knew as the general market no longer exists, its a multicultural market now. The executive said that the industry has to redefine its terms and establish the Total Market as its reality. You cant present a single campaign targeting everyone in the country or you end up with very generic insights he said.Another important moment for Messianu was about general accounts being assigned to multicultural agencies. In the case of Alma, it happened with the Florida Blue account, which in the past was only sold through Hispanic communications. We developed a campaign that works perfectly well in the two languages and that has had incredible results.Talking specifically about Alma, Messianu said: This has probably been the best year we ever had. Very successful in new business, in growth, in prizes and in attracting people to round out the team. Its a record year for us, its the result of an effort weve been carrying out for four or five years, but basically from 2010 to date the agency has doubled in earnings and in size he said.
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