Conference Header Image
Conference Menu


Creative Chairman, CEO, Alma

Luis Miguel is an influencer in the most important developments in the U.S. Hispanic market during an advertising career that spans three decades, Luis Miguel has built a professional trajectory defined by a conscious effort to help pioneer the melding of marketing niches into a nuanced and evolving total market. Twenty-five years ago, when advertising to U.S. Hispanics was an afterthought in a business plan, Luis Miguel had the foresight to target this vast and untapped market.

In 1994 he started his own Hispanic agency—today, Alma is one of the largest Multicultural agencies in the country, with a team of over 150 people hailing from 31 different nationalities, and still growing. The agency has appeared on Ad Age’s “A-List” six times since 2010, including three as Multicultural Agency of the Year. Under Luis Miguel’s leadership, Alma has been awarded at every international festival in the industry. The agency set a new record for the U.S. Multicultural market by earning 22 coveted Cannes Lions since 2013. Alma has been named “Agency of the Year” at the Mosaic Awards, which recognizes multicultural excellence.

In 2001, DDB partnered with Alma, and in fact, Luis Miguel currently sits on DDB’s Global and DDB Latina's Creative Councils and their Executive committee. In 2015, ADCOLOR named Luis Miguel Legend Honoree in celebration of his achievements in diversity through his career, and in 2016 he was selected as juror for the Radio Category at the Cannes Lions Advertising festival.

Luis Miguel has always been passionate about mentoring and educating a new generation of multicultural advertising professionals and has been a member of the Miami Ad School Board and faculty since the school's inception. He also was one of the founders of the U.S. Hispanic Creative Circle twenty years ago and was elected its first president—he is now co-chairman. He is currently the chairman of the Advisory Board at the newest Miami Ad School in Punta Cana in the Dominican Republic.