Luis Miguel Messianu
Seventeen years ago, when advertising for U.S. Hispanics was simply added value in a business plan, Luis Miguel had the foresight to target the untapped Hispanic market.
Today that idea has become a reality that yields tangible results.
His pioneering spirit, passion, and creativity have placed him at the helm of Alma, which in 2010 was hailed by Advertising Age as one of the top 10 agencies in the nation in its prestigious annual report: “Ad Age Agency A-List.” Luis Miguel was inducted into FIAP’s Hall of Fame in 2010, one of the most significant recognitions in the Hispanic advertising industry.
Born to Romanian parents and raised in Mexico City, where his advertising career started more than 25 years ago, Luis Miguel has worked in both Latin American and U.S. Hispanic markets. He has collaborated as creative director at agencies such as Scali McCabe, Sloves; McCann-Erickson; Mendoza-Dillon (Newport Beach, California); GSD&M (Austin, Texas); and Lintas. In 1994 he founded del Rivero Messianu, which would become Alma in 2007.
Luis Miguel, a copywriter by conviction and a brand builder by definition, has been instrumental in a wide-range of campaigns in diverse categories. He has worked with McDonald’s, State Farm, Clorox, Wal-Mart, Unilever, RJ Reynold's, Levi's, General Foods, General Motors, Coca-Cola, and L'Oreal among others.
Throughout his career, he has been honored with prominent awards, appointed as lecturer, and served as judge at festivals such as the Clios, International Andys, Effies, the Best of Advertising Age, Beldings, Mercury, Tops, Addys, New York Festival, AICP, Clarin (Argentina), Pregonero (Costa Rica), Jade (Guatemala), Cúspide (Puerto Rico), El Sol (San Sebastián, Spain), International Emmy Awards, El Ojo de Iberomérica, and at FIAP, where he was the first judge to represent two different countries.
In 2009, he was selected Jury President of the Art Directors Club Awards, the first Hispanic to hold that position. He was also named “Most Influential Leader in U.S. Hispanic Advertising” over the last 20 years.
He was named “Creative Director of the Year” for four consecutive quarters by the video magazine Latin Spots and won the same title in a competition organized by HispanicAd. He was honored once again by his peers with the 2011 HispanicAd "Agency Executive of The Year", making him the only person to receive both awards.
He was the first to receive the “President’s Award” on behalf of the Association of Hispanic Advertising Agencies (AHAA).
In 2012, Alma was recognized once again as the only Hispanic agency to be included in the “Ad Age Agency A-List” after winning ten new accounts in 2011, including Cricket Wireless, Pepsi, Quaker, Rosetta Stone, Polar Beer, PNC Bank and Blue Cross Blue Shield of Florida, among others.
Notably, Luis Miguel established the Círculo Creativo del Mercado Latino 11 years ago, and became their first President elect. He is also on the board of directors at the Miami Ad School, and has been a member of their faculty.
In his free time he enjoys cycling, digital photography, independent films and all kinds of music.