TELEVISIÓN Versión en español
Isaac Mizrahi of ALMA: Our alliance with Discovery means creating new ways to use our storytelling DNA
Liz Unamo| 13 de marzo de 2018
Mizrahi: Somos una de las agencias multiculturales más galardonadas del país
Discovery en Español, in collaboration with ALMA, launches the Emprendedores series that explores family, heritage, hard work and the difficulties facing Hispanic businessmen in Los Angeles. Isaac Mizrahi, co-president and COO of ALMA, says the concept of the series was born when Discovery invited Creative Chairman and CEO Luis Miguel Messianu to take part in a seminar with advertisers, and out of their great experience came up with the creation of new content. “We then launched a process to identify opportunities and blank spaces in our segment, and the Hispanic Small Business/Entrepreneurship opportunity became clear to all of us” Mizrahi said. “Then we started brainstorming ideas based on thIs opportunity, and once we narrowed them down to what is today the Emprendedores show, Discovery managed its production and marketing.” One of the agency’s cultural pillars is about being curious and always looking for new ways to create relevant stories that can benefit clients’ brands, Mizrahi said, adding that “this show is yet another example of the power of the right insights and what creativity can achieve. Sometimes we tend to take a passive approach, complaining about how the market is changing and how much harder things are these days. At ALMA we prefer to reinvent our business and our industry and this is one small step on that direction.” For ALMA, this means creating new models that take the agency’s storytelling DNA and expand it to a broader creative canvas. In the past we have explored creating a TV show, but doing it with a specific client in mind. In the current project, ALMA is partnering with Discovery en Español directly, and while Discovery looks for potential brand partners. ALMA clients had the opportunity to see this idea first hand and we are glad some of them decided to be partners on this project.”
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