alma Introduces The "Ungeneral" Agency

alma, the Miami-based creative shop best known for campaigns like Better with Pepsi and Coors Light Iceman to Canton, is launching an evolved agency positioning that embraces its past success and Latin history, while acknowledging the reality that the “general market” no longer exists.

Introducing...the “Ungeneral Agency” 

An agency that fights the generic, one-size-fits all marketing approach to build authentic connections with the modern consumer. alma specialises in unlocking culture for brands through unexpected creatively effective ideas. alma is unapologetically Miami with an obsession with modern-culture. 

The evolved positioning isn’t a pivot away from the agency’s multicultural/latin market work, but designed to voice a more accurate reflection of the work the agency has been doing for the past seven-10 years - creating award-winning, universally appealing creative that goes beyond one target demographic.

As part of the repositioning, alma has updated it’s agency logo, launched a new website, and will continue to evolve the look and feel of its social media channels and ongoing communications.

Why Now?

The shift reflects a wider industry evolution. 

The “general market” as traditionally defined no longer exists, and ongoing demographic shifts unquestionably reinforce that truth. 2020 marked the year that in the U.S., consumers 17 and under were a multicultural majority and by 2050 the US will be a “majority multicultural” population. 

Today, modern culture is shaped by the modern consumer. A consumer that is not defined SOLELY by ethnicity, language or where they live, but one with increased choice, access and availability. As a result of having more options available their experience with brands is nonlinear.