Bio

Innovator, mentor, and example to many, Luis Miguel has played an influential role in the evolution of the Multicultural market. Born to Romanian parents and raised in Mexico, he has worked in Latin America, the U.S. Hispanic, and globally. His award-winning work for brands such as McDonald’s, State Farm, Clorox, Sprint, GM, Coca-Cola, Nestlé, is a testament to his effort. In '94 he started his agency, and soon after McDonald’s and State Farm joined the roster. Thirty years and numerous award-winning campaigns later, both clients still trust their multicultural strategy to his shop, now called Alma. Through his vision and leadership in creating a non-conformist culture, Alma is the the largest Hispanic agency in the US, with a team of 150 people hailing from 32 different nationalities, and growing. The agency has made Ad Age’s “A-List” 6 times since 2010, including Multicultural Agency of the Year titles in 2014, 2015 and 2017. Led by Luis Miguel, Alma has been awarded at every international festival in the industry. In 2017 the agency won an unprecedented 10 Lions, including two Golds at the Cannes Advertising Festival, a new record for any Multicultural agency, accumulating 68 Cannes awards (4 Gold, 9 Silver, 19 Bronze, 36 Shortlists)in the last few years! Alma has been the most awarded U.S. Hispanic agency at FIAP, El Sol, Wave Festival and U.S.H. Ideas. In 2016 Luis Miguel was President of the Jury at El Sol Festival in Bilbao and was also a juror for the Radio Lions at Cannes, and the SDG in 2022. In 2015, AdColor named Luis Miguel Legend Honoree in celebration of his achievements in diversity through his career. The AAF named Luis Miguel a 2013 Diversity Trendsetter. He has been a member of the Miami Ad School Board and faculty since the school's inception. He was one of the founders of the US Hispanic Creative Circle more than two decades ago, elected its first President and is now Co Chairman. In 2019 he was inducted into the CMC Hall of Fame, one of the biggest honors in the multicultural industry! As of 2022 he is the Global CCO at DDB for McDonald's, working with 46 markets around the world. Specialties: Hispanic and Latin American Marketing and Advertising