Nov 10

Alma Launches Caregiver PSAs for AARP

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Miami-based agency Alma and the Ad Council are rolling out a PSA campaign for AARP aimed at the 42 million caretakers in the United States looking after elderly parents or other loved ones, with Alma specifically targeting the one in three Hispanic households which include a caregiver (according to research conducted by Evercare and the National Alliance for Caregiving).

The campaign includes 30 and 60-second broadcast spots, digital, print and radio. In the broadcast spots, the changing roles of families are examined. In “Spoon” for example, a father is shown feeding his daughter at the beginning of the spot, with the grown-up daughter trying to get her father to eat in the next scene. “Bath” takes a similar approach, with both ads ending by directing viewers to aarp.org/caregiving and aarp.org/cuidar.

“As Latinos, caring for our elders isn’t a choice – it’s an inherent cultural responsibility,” said Luis Miguel Messianu, president and chief creative officer of Alma. “It’s a big task to take on and it’s wonderful to have the opportunity to work with the Ad Council and AARP, who provide support to so many generous caregivers. It’s important to remind them that they are not alone in their efforts.” (more…)

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Jun 28

Alma DDB is On the Hunt for New Creative Leads

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The DDB network’s Miami-based Hispanic-focused unit Alma has confirmed that two of its creative leaders, Diego Yurkievich and Hernan Cerdeiro, who just picked up a couple of Silver Lions last week at Cannes for their work on Glad, have left to pursue other interests. In a statement, Alma president/chief creative officer Luis Miguel Messianu tells us, “We enjoyed working with both Hernan and Diego and wish them the best in their future endeavors. We are looking for creative leadership that aligns more closely with our culture.” As mentioned above, Alma the search is underway for new creative leads at the agency.

The Argentinean natives had been with Alma DDB for three years give of take, Yurkievich (pictured) joining up as SVP/ECD after serving in the same role at GlobalHue New York. During his career, the senior creative has also worked at the likes of W+K and the Cali branch of the Miami Ad School. Cerdeiro, meanwhile, held a VP/creative director position at Alma after working at the likes of Y&R and McCann’s Buenos Aires offices. Trying to put some positive spin on the departures, Messianu adds,  ”We attract top talent and work to get the absolute best results for our clients. Over the years, many of our alumni have taken what they’ve learned into the marketplace, and raised the bar across the industry.”

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