MERCADEO Versión en español
Isaac Mizrahi from ALMA: There is a Promising Trend Towards an Increasing Investment in Strategies Aimed at the Multicultural Segment
Liz Unamo| 9 de enero de 2017
Isaac Mizrahi, copresidente de AHAA y COO de ALMA
For Isaac Mizrahi, Co-President and COO at ALMA, 2016 has probably been one of the agency’s best years since its creation almost 23 years ago, due to the firm criteria that contemplates each possible angle: employee participation, excellence at a creative level, new businesses, reflexive leadership and financial metrics. “We believe this is the result of having a strong culture, based on curiosity, collaboration and accountability, which makes ALMA a ‘special place’ to work.”The projects that they plan to develop this year include investing in resources that allow them to generate great stories and consolidate their capabilities in several areas, including talent, training, insights, production, and, more specifically, continuous investment in stories for social networks “an area we were extremely happy with in 2016” he says. Clients are starving for meaningful growth, he expressed, and in 2016, after almost two years of “misunderstood total market strategies, exclusively focused on budget cuts at the expense of relevant insights regarding consumers”, they began to see a promising trend towards greater investment in strategies for the multicultural segment. “We hope the trend continues into 2017.”Regarding the trend for this year, he explains that great storytelling is a timeless and never-aging winning proposition. “Technology is welcomed in the process, but as an accessory, not as a content replacement” he points out, referring to the development of Augmented Reality and Virtual Reality.
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