Luis Miguel Messianu has played a respectable and influential role in the most important developments in the U.S. Hispanic 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, Anheuser-Busch, Sprint, Blue Cross Blue Shield, 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 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 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. In 2017, the agency set a new record for the U.S. Multicultural market by earning 10 coveted Cannes Lions, adding to the 11 others the agency has won since 2013. In 2015 Alma was the most awarded U.S. Hispanic agency at FIAP, El Sol, Wave Festival and U.S.H. Ideas. Alma was named “Agency of the Year” at the 2013 Mosaic Awards, which recognizes multicultural excellence. The agency also won Adweek’s Project Isaac Award for Innovation at the Clios.
In 2015, ADCOLOR named Luis Miguel Legend Honoree in celebration of his achievements in diversity through his career and will also preside over 3 juries at El Ojo Festival in Buenos Aires, Argentina. The AAF Diversity Achievement Awards named Luis Miguel a 2013 Diversity Trendsetter. His industry peers at the American Advertising Federation also honored him with the 2013 Silver Medal. Luis Miguel was President of the jury at the 2013 Wave Festival for the Direct category and for the Grand Prix (Blue Wave) category presiding over all presidents.
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. Luis Miguel was also one of the founders of the US Hispanic Creative Circle more than a decade ago, was elected its first President and is now its Chairman.