Luis Miguel Messianu of ALMA: This Year’s Trend Goes Back To Stimulating Ideas And Texts That Make Us React

For Luis Miguel Messianu, Creative Chairman & CEO of ALMA, one of the top trends this year is the drive to reconnect with consumers. “That means getting back to basics, to human connections and stimulating, inspiring ideas and texts that make us react,” he said. He was talking about the Washington Post’s Super Bowl spot Democracy Dies in Darkness, which has become the newspaper’s slogan. This is the first time the daily has done something like that in 140 years, Messianu said, and is “a good example of a trend toward hope and optimism.” He added that there has been great progress in technology: “Data helps us sharpen our aim, but the difference is in how you construe it and how it helps you connect with your target audience.”