Isaac Mizrahi of ALMA: We Must Encourage Curiosity

In the opinion of ALMA Co-President and COO Isaac Mizrahi, there will always be a need to sell to the multicultural market because for brands it represents a big business opportunity. “Brands are not people, brands are forever, but the people who handle them change every two or three years. So there is a constant need to promote the importance of that market from a business point of view,” he said. The executive, who has taken part in the annual ANA Multicultural Marketing & Diversity Conference for years, first as an advertiser and now for an ad agency, said it’s a great occasion for networking, reviewing different cases and beginning the curiosity process. “The important thing is to get in the right mood in terms of the curiosity to learn more. (As marketers) you can drive your agencies to ask your teams for more data so they’ll be much better informed. So I think it’s a great opportunity to encourage curiosity on what is happening in our society regarding multicultural marketing.” The year 2019 is important in terms of the 2020 presidential election, and Mizrahi is very curious about what will happen with the census and the question of citizenship. “With regard to business, there is no World Cup, no Olympic Games, so we want to continue doing what we do as well as possible, which is storytelling, big advertising and to keep adding to the amazing roster of clients that ALMA grew this year,” he said.