Luis Miguel Messianu
Luis Miguel Messianu has played a respectable and influential role in the most important developments in the U.S. multicultural market during an advertising career that spans three decades. Born to Romanian parents and raised in Mexico City, he has worked in both the Latin American and U.S. Hispanic markets. His professional trajectory is defined by a conscious effort to help pioneer the melding of marketing niches into a nuanced and evolving total market. His award-winning work for multinationals such as McDonald’s, State Farm Insurance, Clorox, MillerCoors, Sprint, Pepsi, General Motors, Coca-Cola, Nestlé, Goodyear, Quaker, and L'Oreal, among others, is a testament to that effort. Luis Miguel Messianu is an innovator, a mentor, and an example followed by many distinguished professionals in the multicultural marketing community.
Twenty five years ago, when advertising to U.S. Hispanics was an afterthought in a business plan, Luis Miguel had the foresight to target this vast and untapped market. In 1994 he started his own Hispanic agency, winning soon after the McDonald’s and State Farm Insurance accounts. Twenty five years and numerous award-winning campaigns later, both clients still trust their multicultural strategy to Luis Miguel’s creative shop, now called Alma. Many other top brands have since joined the client roster.
In 2001, DDB partnered with the agency, recognizing the spirit, passion, and creativity of the team built by Luis Miguel, as well as his vision and leadership in creating a non-conformist culture, which constantly reinvents itself. Luis Miguel sits on DDB’s Global and DDB Latina's Creative Councils and their Executive committee, and today Alma is the largest Multicultural agency in the country, with a team of over 150 people hailing from 31 different nationalities, and still growing. The agency has appeared on Ad Age’s “A-List” six times since 2010, including three as Multicultural Agency of the Year.
Led by Luis Miguel, Alma has been awarded at every international festival in the industry. The agency set a new record for the U.S. Multicultural market by earning 23 coveted Cannes Lions since 2013.
In 2015, ADCOLOR named Luis Miguel Legend Honoree in celebration of his achievements in diversity through his career, and in 2016 he was selected as juror for the Radio Category at the Cannes Lions Advertising festival. In 2019 he was inducted into the CMC Advertising Hall of Fame, one of the highest recognitions in the multicultural industry.
He has always been passionate about mentoring and educating a new generation of Multicultural advertising professionals, and has been a member of the Miami Ad School Board and faculty since the school's inception. He is a professor at the School of Communications at the University of Miami. Luis Miguel was also one of the founders of the US Hispanic Creative Circle more than two decades ago, was elected its first President. He is the Chairman of the Advisory Board at the newest Miami Ad School in Punta Cana in the Dominican Republic. He recently completed with honors his Executive MBA at the Berlin School of Creative Leadership.