Best of 2014: ALMA’s Luis Miguel Messianu: 2015 will be a very important year in terms of clarifying the concept of Total market

For Luis Miguel Messianu, President and CCO of ALMA was another great year, which also marked the 20th anniversary of the agency.”It was a good year but challenging because we came from a spectacular 2013, but closed with very good balance between new accounts, excellent financial and creative results,” Messianu said to PRODU.Unlike last year, ALMA did not win a Lion, but was excelled at other international relevant festivals such as One show and The London festival, among others.Messianu said 2014 allowed them to diversify with new accounts. “We grew organically with our customers. We lost only one account due to a consolidation since AT & T bought Cricket, but we won nine new accounts.”For the advertiser, the great creative event was the World Cup. “With the World Cup the level was generally very good, much better than four years ago, I think the Cup has become a showcase for advertising in general,” he said. “We had outstanding results during the sporting event, with campaigns for McDonald’s and State Farm, which were the most talked” he said.Messianu predicted 2015 as another year full of challenges. “We are still fighting not only against the economic crisis but a crisis of confidence”. Although he envisions a complex future, he says it will be another year of good creativity. “The timing is complicated but also allows us to be more resourceful, creative and innovative. We must nurture for the challenges and 2015 will be a year of many challenges and important in terms of clarifying the concept of Total market” he ended.