Luis Miguel  Messianu

Luis Miguel Messianu

Chief Executive Officer (CEO) at Alma, Coconut Grove
Miami, United States

Summary

Innovator, mentor, and example to many, Luis Miguel has played an influential role in the evolution of the Multicultural market. Born to Romanian parents and raised in Mexico, he has worked in Latam and U.S. Hispanic. His award-winning work for brands such as McDonald’s, State Farm, Clorox, Sprint, GM, Coca-Cola, Nestlé, is a testament to his effort. In '94 he started his agency, and soon after McDonald’s and State Farm joined the roster. Twenty five years and numerous award-winning campaigns later, both clients still trust their multicultural strategy to his shop, now called Alma. Through his vision and leadership in creating a non-conformist culture, Alma is the the largest Hispanic agency in the US, with a team of 135 people hailing from 32 different nationalities, and growing. The agency has made Ad Age’s “A-List” 5 times since 2010, including Multicultural Agency of the Year titles in 2014, 2015 and 2017.
Led by Luis Miguel, Alma has been awarded at every international festival in the industry. In 2017 the agency won an unprecedented 10 Lions, including two Golds at the Cannes Advertising Festival, a new record for any Multicultural agency, accumulating 21 Lions in the last 4 years!
Alma has been the most awarded U.S. Hispanic agency at FIAP, El Sol, Wave Festival and U.S.H. Ideas.
In 2016 Luis Miguel was President of the Jury at El Sol Festival in Bilbao and was also a juror for the Radio Lions at Cannes. In 2015, AdColor named Luis Miguel Legend Honoree in celebration of his achievements in diversity through his career. The AAF named Luis Miguel a 2013 Diversity Trendsetter. He has been a member of the Miami Ad School Board and faculty since the school's inception. He was one of the founders of the US Hispanic Creative Circle more than a decade ago, elected its first President and until last year it was Chairman.

Sector Experience
1119 Pelican

Pelican

BRAND:
Rio Art
AGENCY:
Alma
2251 Seal

Seal

BRAND:
Rio Art
AGENCY:
Alma

Positions

Chief Executive Officer (CEO)
Coconut Grove, United States
2007 - Present (10 years 11 months)
We opened our doors in 1994 as del Rivero, Messianu. With a pioneering spirit, our main focus, aside from developing communication campaigns for our clients, was to change the way Hispanic Advertising was created in the US. We moved the industry from one that viewed Hispanics as stereotypical to one that strived to connect with consumers on culturally relevant, emotional ways.
In 2007, as the industry was evolving at a very fast pace, it was time to relaunch and reinvent. We changed our name to Alma, we added some great new talent, we moved to a new state of the art space, embraced "Social Creativity" as a unique approach and the results started to show! We were named twice to the Ad Age’s A-List. In both occasions we were the only Hispanic agency listed.
We have won not only Hispanic but also General Market accounts (Tobacco Free Florida, Quaker, PNC Bank, Florida Blue,among others)
We went from agency #14 on Ad Age’s Hispanic Fact Pack in 2007 to #6 in 2013.
So where we are today? 110+ employees, one of the most awarded Hispanic agencies in the market, strong thought leadership, Digital as part of our core ideation process, 11 new clients since 2007, Hispanic, LatAm, GM, Total Multicultural accounts, profitable with revenue up since 2007 by more than 60% and more important, a great place to work, with a great culture, seeked by both professionals and clients.
1119 Pelican

Pelican

BRAND:
Rio Art
AGENCY:
Alma
2251 Seal

Seal

BRAND:
Rio Art
AGENCY:
Alma
Chief Creative Officer
Rivero Messianu
United States
1993 - 2007 (14 years)
Latin America Regional Creative Director
Lintas
United States
1990 - 1993 (3 years)
Creative Director
Austin, United States
1988 - 1990 (2 years)

Associate Creative Director
Mendoza Dillon
United States
1986 - 1988 (2 years)
Creative Director
Mexico City, Mexico
1985 - 1987 (2 years)
VP Creative Director
Scali, McCabe, Sloves
United States
1981 - 1985 (4 years)

Education

EMBA in Organizational Leadership

Berlin School of Creative Leadership
2016 - Present (1 year 11 months)

BS in Advertising

Universidad Anáhuac
1976 - 1981 (5 years)

Other professional activities

Board Member

Miami Ad School
1993 - Present (24 years 11 months)
Cause Education

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