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Luis Miguel Messianu of ALMA: The Beauty of Radio Is That It Airs Campaigns Based on Pure Creativity
Liz Unamo| 15 de octubre de 2018
Luis Miguel Messianu LIA
“We must see radio with the eyes of opportunity” said ALMA Creative Chairman and CEO Luis Miguel Messianu about his place on the Radio & Audio jury at the London International Awards (LIA). “There are big campaigns that rescue radio’s innate value as media. The most important lesson, which I share with all the young creatives and producers, is that radio continues to be a means that despite not having the glamour of other categories like TV, digital, integration, etc., is a great challenge and at the same time an opportunity to stand out. It isn’t necessary to have huge budgets to develop big ideas in radio and normally doesn’t suffer the same scrutiny and all the filters other media have” Messianu said. From the pieces under consideration, the executive warned that the main criteria for judging their creativity were the relevance and originality of the idea. “The beauty of radio is that it continues to be based on pure creativity, which is why it allows the jury to make very clear, convincing judgments.” He said the LIA is a highly prestigious festival that aims to award the cream of the creative crop worldwide. “It’s funny that despite its name (London), it has been held for several years in Las Vegas and brings together some of the biggest names in global creativity, such as Mark Tutssel, Matt Eastwood, Susan Cradle and more, as well as very distinguished people from the Ibero-American region including Javier Campopiano, Tomas Ostiglia and Raul Forero. I am honored to be a part of this exclusive group.”
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