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Creative Chairman, CEO, Alma


Luis Miguel has played a respectable and influential role in the most important developments in the U.S. Hispanic market during an advertising career that spans three decades. Born to Romanian parents and raised in Mexico City, he has worked in both the Latin American and U.S. Hispanic markets. 

His award-winning work for multinationals such as McDonald’s, State Farm Insurance, Clorox, Anheuser-Busch, Sprint, Blue Cross Blue Shield, General Motors, Coca-Cola, Nestlé, Goodyear, Quaker, and L’Oreal, among others, is a testament to that effort. In 1994 he started his own Hispanic agency, winning soon after the McDonald’s and State Farm Insurance accounts. Twenty years and numerous award-winning campaigns later, both clients still trust their multicultural strategy to Luis Miguel’s creative shop, now called Alma.

In 2001, DDB partnered with the agency, recognizing the spirit, passion and creativity of the team built by Luis Miguel, as well as his vision and leadership in creating a non-conformist culture, which constantly reinvents itself. Luis Miguel sits on DDB’s Global and DDB Latina’s Creative Councils and their Executive committee.

In 2015, ADCOLOR named Luis Miguel Legend Honoree in celebration of his achievements in diversity through his career and will also preside over 3 juries at El Ojo Festival in Buenos Aires, Argentina. The AAF Diversity Achievement Awards named Luis Miguel a 2013 Diversity Trendsetter. His industry peers at the American Advertising Federation also honored him with the 2013 Silver Medal. Luis Miguel was President of the jury at the 2013 Wave Festival for the Direct category and for the Grand Prix (Blue Wave) category presiding over all presidents.

He has always been passionate about mentoring and educating a new generation of Multicultural advertising professionals, and has been a member of the Miami Ad School Board and faculty since the school’s inception. Luis Miguel was also one of the founders of the U.S. Hispanic Creative Circle more than a decade ago, was elected its first President and is now its Chairman.