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Isaac Mizrahi of alma: Mergers like NGL and mitu will strengthen the Hispanic market even more with genuine, high quality content
Claudia Smolansky| 8 de agosto de 2022
Isaac Mizrahi de Alma
Isaac Mizrahi, CEO of alma, considers that projects like the recent merger of NGL Collective and mitu of GoDigital “will strengthen the market even more with genuine, high quality content that will strike a chord with the Hispanic consumer.” In his monthly column in Forbes, he predicts there will be more such moves in the coming months and years, “creating a boom of Hispanic content Specialists in marketing ought to follow this process closely, and ideally have their own Hispanic content strategy to complement their advertising efforts,” he said. The new agreement, reached on August 1, is related to the creation of Hispanic content and unites two important actors in the industry: NGL, co-founded by actor and activist John Leguizamo together with industry leader David Chitel, and mitu, a leading publisher in digital media.Mizrahi recalled that over the years, he and his agency have reported that today’s Hispanic consumers want more than ever to connect with their heritage and find authentic stories about their Hispanic culture. “This produces a great opportunity for creatives and producers to associate with brands in order to make the market evolve from a content strategy still based on the life and lore of Mexico and Latin America, to one that highlights ideas native to Hispanic consumers in the U.S., above all to those who see their cultures split between the Hispanic and the Anglo-Saxon,” he said.The leader of alma published in his column part of a conversation he had with Chitel about their merger agreement.Chitel said the Hispanic community seeks more content than they’re getting, whereas the demand of advertisers for relevant content has reached its highest point. “The moment couldn’t have been better for our two companies – NGL and mitu – to join forces.” “The moment has come for a company like NGL to drive the Latinx narrative through the media, marketing and entertainment fields. With John on our team and taking advantage of mitu’s production resources and the audience it reaches, NGL is positioned exceptionally well to do just that,” Chitel said. Another benefit for the Hispanic market following this merger is to close the gap that exists in the U.S. of in-culture Latino content, which according to Chitel refers to content based on Latino subjects and/or content that presents a mostly Latino cast of characters. “Behind the camera there is also a great vacancy to fill in the offices of writers and in the areas of showrunners and the places of strong executives capable of changing the Latinx narrative in the media and in entertainment,” he said.To change that, Chitel told Mizrahi that that NGL and mitu specialize in creating content that speaks directly to the Latinx audience of the United States. He emphasized that in his DNA is “the urge to shine a positive light on the Latinx community in all that we do.” He added that the reach and resources of the two companies following their merger have grown exponentially.Chitel referred in particular to his studios in Los Angeles with an area of 4,000 square meters (43,040 square feet). “We propose the duplication of our studio business to provide more opportunities for Latinos in front of and behind the cameras, and for advertisers to connect organically with our audience. The best is yet to come,” he said.
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