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Luis Miguel Messianu from ALMA:The concept of digital must be demystified
30 de abril de 2015
If there is one agency that has been smiled upon this year, it is ALMA, which has been so far awarded in FIAP, in Wave Festival, in the USH Ideas Awards and also in the Latin Billboard, where it won the McDonalds commercial called “Gloria”.Luis Miguel Messianu, president and CCO at ALMA told PRODU he was proud of his team and clients, and that the awards were an incentive to continue striving to be better and better. He mentioned that several of the pieces that had won prizes and a couple of new ones are competing in Cannes and that they ended a Project for Glad.He acknowledges that the digital context keeps agencies in a constant search. For Messianu it is important to demistify the concept, “because consumers do not separate digital from analogue, they simply live their lives and expose themselves to good ideas, no matter where they come from. So it is important to be prepared. I think new generations don’t have to become digital, they are already. Televisión is simply changing from one screen to another, what’s important is content and to be open minded and simply know that that there are more options.” He added that Total Market is a misunderstood concept because it stems from the pursuit of efficiency and not effectiveness, but that what is definitely important is good ideas.
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