Alma won the contest due to the work in novel creative executions and its signature integrated model, which positions the agency’s digital practice at the core of every strategy.
“Alma’s breadth of experience, energy, insights and creativity led us to believe they would be a great addition to the McCormick brand team as we bring our passion for flavor to Hispanic cooks,” said James Seidl, Hispanic Marketing Director at McCormick. “This new partnership is an integral component of our Hispanic growth strategy.”
“The right chemistry was there between McCormick and Alma,” said Luis Miguel Messianu, President and CCO of Alma. “We are very careful when it comes to who we partner with, and having McCormick on board is a significant win for Alma. It’s exciting to partner with a company whose philosophy is aligned with ours, one that is committed not only to the market and the consumers, but also to delivering excellence in everything they do.”
According to the Credit Suisse Report “Reaching Hispanic Consumers” published in December 2011, McCormick was recognized as one of the most strategic companies in targeting the U.S. Hispanic market. Its continuous commitment to this segment translates into a clear strategy and consistent growth by actively tailoring their products to better connect and cater to the Hispanic market.
“In today’s evolving business environment, it is important for agencies and brands alike to understand that traditional marketing programs will no longer be effective when targeting U.S. Hispanic consumers,” said Isaac Mizrahi, SVP, Managing Director of Alma. “Our model of making digital the core of the overall strategy, together with our philosophy of social creativity, will allow us to continue to build on the strong affinity Hispanic consumers have toward McCormick’s brand.”