McCormick has selected Alma as its agency of record to manage their consumer products media planning, digital, creative and strategy in the U.S. Hispanic market.
“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.”
“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.”