Alma excels at low-interest categories, making even tires and
insurance -- State Farm and
Florida Blue are the agency's second- and third-biggest clients --
seem fun, often with music. State Farm's Latino Facebook page has
220,000 fans, more than any other brand's Hispanic page.
To add some interest to tires after winning Goodyear's Latin
America account, Alma created "Miles of stories"/"Kilometros de
historia" by following Dotan, a man with a dog and a piano for
impromptu street performances, on his 10,000-mile drive from
Manhattan to Panama.
Alma's biggest client remains McDonald's, and part of the
agency's role is to maximize the fast feeder's Latino fan base to
generate influence across all segments. In one charming new
bilingual spot for both Spanish and English-language TV, a Hispanic
teenager works the counter as his proud parents eagerly snap
pictures of their son's first job. His non-Hispanic manager tells
him not to worry about it; his own parents turned up with a video
camera on his first day.
Agency staff was up by 20% to 125 employees of 27 nationalities,
including the notable hire of an executive creative director, Alvar
Sunol, from Spain.