MERCADEO Versión en español
ALMAs Luis Miguel Messianu: The Challenge of Circulo Creativo is make it clear to the industry that we really add value with creativity and innovation
6 de enero de 2015
Luis Miguel Messianu, President and CCO of ALMA, talked to PRODU from the chair he occupies as chairman of the Hispanic US Circulo Creativo, and shared the approach to be achieved with the organization at this time.The Circulo was founded in 1999 with Messianu as its first president, and to date the idea man has continued to support the initiative, but now says the market currently forced him to participate more actively.”We want to take the Circulo to the next level because today we have a lot more competition, pressures and obstacles than when we started,” he said.The priority to Messianu now is to educate the industry about the meaning of Total market. “It’s a concept that has many interpretations, some quite wrong, and I think it is important to educate, lead, and keep pushing about it,” he said.”We’ve come a long way from 1999 to date and we have shown the industry, customers, and media, the importance of what we do. Today the challenge is to make them understand that creativity and innovation really add value, and it is important not to confuse what is Total market with a campaign that includes everyone,” he said.As for the USH Idea Awards, Messianu announced major changes. “The awards will be more inclusive in general. All festivals have their detractors, and always highlight the agencies that are committed to creativity, what we will do is to expand the jury without sacrificing the importance of creativity, we will have more recognition and greater participation in general,” he concluded.
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