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Luis Miguel Messianu of ALMA: Expect Little Hispanic Market Participation In The Super Bowl
Liz Unamo| 27 de enero de 2019
Luis Miguel Messianu 2019
Mexican creativity continues to evolve, said ALMA CEO and Creative Chairman Luis Miguel Messianu at the Círculo de Oro Awards in Mexico, where he served as head of the grand jury. “Mexican culture and daily life are more in evidence now. In the past, Mexican advertising was too influenced by its American counterpart. Nowadays, it has an identity more its own, as we saw it in some of the ads.” He spoke highly of the work being done by the Mexican Creative Circle with Luis Gaitan as president, and said that Mexico “is a much more mature market than the US Hispanic market.” He forecast that due to the quality of the creativity, Mexican agencies will take home several Lions this year. “Many of the ads that won here have a passport and a visa for Cannes. Each case must be worked on. Many were designed to vie for awards instead of as marketing ideas, and part of what the jury talked about was building cases with more craftsmanship.” According to Messianu, this year there won’t be much Hispanic market participation in the Super Bowl. “It’s a very American event but throughout the years we have managed to break through that a bit. It also has to do with fact that the NFL thinks American football is not our great passion.” The agency CEO said they were looking for ideas that break free of the traditional ones. “For me, this is the ideal – an idea or an activism worthy of being developed as a minidocumentary.” As an example, Messianu pointed to the case of Change the Ref, a non-profit against gun violence founded by “Manuel Olivier and Patricia (parents of Joaquin, one of the students gunned down at a high school in Parkland, Florida), who are worthy of admiration and have taken a brave activist stance.”
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