Alma

General market marketing isn’t just outdated - it’s out of touch. Culture moves people, and if brands want to keep up, they need to ditch outdated playbooks and lead with culture-first insights. That means going deeper than language, beyond stereotypes, and embracing the nuances that truly connect. It’s what made the launch of McDonald’s limited-time Dulce de Leche Frappé resonate. It’s what inspired young Californians to prevent blackouts. Mass appeal isn’t about speaking to everyone, it’s about understanding them. ?? Read more in this piece co-authored by Cassidy Wilber, Group Strategy Director at adam&eveDDB US, and Mauricio Cadena, Group Strategy Director at Alma. ?? https://lnkd.in/dTzZuD8M via The Drum. #DDB #CultureFirst

As we near the end of March, our team is looking back on some ungeneral moments that continue to highlight its impact across different industries. Check out a few examples of how its making waves in U.S. culture in our recap.???

Congrats to two of our creatives Daniel Corrêa and Bruno Trad, who were selected for the Shortlist jury at this year's New York Festivals Advertising Awards, which recognizes the best creative work across the globe. ????? ? Learn more about the awards at newyorkfestivals.com, and submit your entries by the final deadline on May 9. ????

Happy #NationalGirlScoutDay! Today we're celebrating one of our partners Girl Scouts of the USA as they celebrate 113 years of making the world a better place and impacting the lives of over 50 million girls and women. Recently our alma team took a day trip to meet with the Girl Scouts of Tropical Florida, where we heard more about the organization, its goals, and how girls' courage, confidence, and character are built more strongly #BecauseOfGirlScouts. ??

Culture doesn’t stand still—it evolves, breaks barriers, and redefines expectations. ? Last month brought culture-shaping moments across music, fashion, sports, and comedy, highlighting the power of multicultural voices reshaping the landscape. ? Swipe through to see how Ungeneral America show up last month.

Congratulations to our co-President and CEO Isaac Mizrahi, who has been selected as a judge for the 2025 AICP (Association of Independent Commercial Producers) Next Awards, which celebrates the achievements of creativity in production and post-production.????As a judge for Creative Data, he’ll review work where data-driven methods are a critical component of the creative execution.??????? ? Learn more about the program at?www.AICP.com.????

Hello LinkedIn network! Here's my most recent Forbes article. This month I am addressing a very important and complex question: Is Multicultural advertising just advertising? In other words, is there still a need for companies to invest in specific, culturally relevant messages, when multicultural segments already represent a significant percentage of the advertising campaign targets? I hope this article can spark a healthy debate on this topic, as brands are struggling to find new sources of growth. Many thanks to Jose Villa, Chairman of the Board of the Hispanic Marketing Council and President at Sensis for his contribution to the discussion. I hope you like it. Onwards! ?? ?? #advertising #marketing #multiculturalmarketing #CMO https://lnkd.in/emsXCZzk

We're thrilled to announce Angela A. Rodriguez as alma's Managing Director! Starting her journey at alma 16 years ago, Angela most recently served as Head of Strategy, where she led the agency to become the most effective in the country at the 2022 U.S. Effies. We couldn't be more proud to have her in this new role where she'll champion growth and continue shaping the agency's path forward. ? Congrats, Angela! Read more on her appointment: https://lnkd.in/gh-Rz_UX

Today we’re joining so many others in the industry and across the DDB network in celebrating the life of Ari Weiss, who was not only an inspiring and creative master in advertising, but more importantly a father, a husband, a friend, and a wonderful colleague. As part of the DDB network, many of us at Alma worked alongside Ari and were lucky to experience firsthand his support and passion for great ideas, and his love for championing and inspiring thoughtfulness, fun, and joy in the work we all do. All of us at Alma offer our deepest condolences to his family and the many other friends who we know are joining us in remembering him. ??

Congrats to our Executive Creative Director Monica Marulanda, who will be a judge at this year's 2025 Clio Health Awards in Film Craft and Print & OOH. ??? Check out more about the program at clios.com/health/, and get your submissions in by the next deadline on February 21.???