Luis Miguel


Creative Chairman and CEO | alma

Luis Miguel has played an influential role in the most important developments of the U.S. Hispanic market during an advertising career that spans three decades.

His trajectory is defined by a conscious effort to help pioneer the melding of marketing niches into a nuanced and evolving total market. His award-winning work for multinationals such as Clorox, MillerCoors, General Motors, Coca-Cola, Nestlé, Goodyear, Quaker, and L’Oréal, is a testament to that effort.

In 1994, when advertising to U.S. Hispanics was an afterthought in a business plan, he started his own Hispanic agency, winning the McDonald’s and State Farm accounts. Numerous award-winning campaigns later, both clients still trust their multicultural strategy to Luis Miguel’s creative shop, alma.

His contributions to the industry have been recognized by many organisations. In 2015, he was named Legend Honoree by ADCOLOR, in 2019 he was inducted into the Culture Marketing Council Hall of Fame.

Appearances at Lions Live




Cannes Lions

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