Alma’s Luis Miguel Messianu Launches INCLUDED, a Multicultural Creative Content Consultancy
Luis Miguel Messianu, who until recently was the global chief creative officer for McDonald’s at DDB, has stepped down from that role to launch an independent minority owned and operated multicultural creative content consultancy named INCLUDED. The new venture’s vision is to continue leveraging the exponential growth opportunity for brands within the Hispanic market consumer segment.
“I am a creative entrepreneur at heart, and my mission has always been to help dignify and elevate the presence of Latinos in the US” Luis Miguel said. “As such I am beaming with pride to announce today the launch of my new creative enterprise. I felt it was time for one more dream. As Les Brown once said: ‘You are never too old to set another goal or to dream a new dream.’
“We are open for business and we have big dreams for an imaginative and more colourful future! It will be great to be ‘Included!’”
Today, the Hispanic market is the largest minority market in the US, per the University of Georgia’s Selig Center for Economic Growth. The group’s spending increased 87% from 2010 to 2020, reporting $1.9 trillion in buying power.
“And it’s important for this segment which is bringing the bulk of the growth, to feel INCLUDED!” reads a launch press release from the company.
Luis Miguel’s new consultancy will operate under the following mantra:
Our team will always be INCLUDED!
They’re here for a reason and their voices are always heard!
Our clients will always be INCLUDED!
We listen to them, we learn and benefit from their brand’s knowledge, we co-create with them!
We’ll make our audiences feel INCLUDED!
They know we get them, because we get to know them! Deeply!
We come up with integrated solutions where every aspect of strategy, creative idea and well crafted production execution is INCLUDED!
Luis Miguel will continue to be involved as Founder-Chairman of alma, the agency he founded in 1994, consulting with the leadership team. He will also continue being part of the DDB Latina executive committee and the ‘Creative Bullseye’ system.
