Isaac Mizrahi


One of the key themes facing Multicultural Marketing is whether specialized agencies (e.g. Hispanic, African-American) have an advantage over “general market players (btw: check out the heated debate during a panel during the last edition of Portada’s conference ” Are Multicultural Media Buying Agencies Necessary?). Perhaps for creative agencies the argument for strong Multicultural/Hispanic insights is even stronger than for media buying. That is why we thought it would be a good idea to interview, Isaac Mizrahi, Co President, Chief Operating Officer, ALMA, a leading (creative) agency that exclusively specializes in Hispanic marketing.

Portada: You seem to have the opinion that brands are more focused on efficiency than on effectiveness. Why do you think that is the case?

Isaac Mizrahi, Co-President, COO, Alma: “Just to be clear, we believe efficiency and effectiveness should always go hand in hand when working on any marketing communications plan. The problem is when there’s prioritization toward efficiency and most of the focus is on the delivery of the message to consumers and not so much on how effective the message is, in the short-term and in the long-term from a brand building perspective.No matter how great the placement of your message is or how low your CPM, CPP, CTR or any metric you use to evaluate efficiency of your plan could be, none of this actually helps your brand if your message is weak, doesn’t connect with consumers or doesn’t make them react to your brand. In a world full of clutter, only the strong brands survive, and this is achieved only by crafting relevant and insight-based creative messages.”

Portada: Can you provide examples (perhaps in a certain category) that reflect how an exclusive focus on efficiency can be detrimental for ROI and sales?

I.M: “Categories with high competition and low clear brand differentiation are the ones who tend to suffer the most from this strategic mistake. In these categories, you either differentiate your brand by adding relevant benefits and imagery attributes into it or you are simply forced to heavily discount your margin to buy short-term volume.”

We see brands that decided to significantly reduce or even eliminate their segment-specific programs, suffering deep sales and market share losses.

Portada: Why do you think a Hispanic specific agency has a better chance to deliver to clients than a general market agency?

I.M: “Hispanic agencies have something general market agencies don’t have when it comes to the Hispanic segment – specialization. It is curious to observe that in our society specialization is a characteristic that is not only appreciated but also commands a premium value. Think about the medical field where a cardiologist is highly preferred to a general physician if you have a heart problem. Specialized agencies bring extreme focus to the Hispanic segment, following its trends, assessing what works and what doesn’t work, understanding how a story is created and told to the segment through cultural lenses. That’s very different from an agency that doesn’t have that focus and tries to replace it with the idea of one single creative concept, created by non-Hispanics and translated and adapted by a couple of Hispanic professionals to create the perception of inclusion.Today’s marketplace is more fragmented; it creates more opportunities by further slicing and dicing segments and clusters. The idea of one-size-fits-all goes against this trend and sends us back to how marketing to the Hispanic segment was done in the ‘70s and ‘80s, truly being a “forward to the past” strategy. We do believe that there’s room for collaboration and integration between the general market and Hispanic agencies. The challenge is when this integration is forced by design for the sake of integration and efficiencies at the expense of relevancy, consumer insights and effectiveness.”

Portada: Do you think Trump’s victory implies that Total Market may not be the best approach to target Hispanic consumers or multicultural?

I.M: “We believe that, for the past few months, Total Market is being questioned given the limited results when it comes to delivering growth, and this is a trend independent from this year’s elections. We see brands that decided to significantly reduce or even eliminate their segment-specific programs, suffering deep sales and market share losses. Some of these brands are starting to reverse their approach by adopting a more contemporary strategy of investing on segment-specific strategies and, at the same time, injecting more inclusive and multicultural insights on their general market approach. This is what we call “The Power of AND.”

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PEOPLE en Espanol Magazine has made a new Staff Announcement:

AAEAAQAAAAAAAAdzAAAAJDA1YjA2YmNkLWYyOTktNGY5My04MGZiLWNjOTU4YjQxMGUwMwChris Mancivalano recently joined People en Español (PESP) as the new Associate Marketing Director in July. With over 10 years of publishing, integrated marketing and events experience, Chris previously worked at MORE Magazine. In her new role, Chris will provide strategic planning, counsel and development of on-brand integrated marketing and digital programs. She will work closely with the sales and digital directors to create new integrated brand opportunities, client relationships and drive revenue growth.

099c840Shirley Velasquez has become the new Digital Executive Editor of Peopleenespañol.com. Previously, she worked at Latina Media Ventures, where she served as director of content. Prior to this, she worked at Glamour, Elle and Ralph Lauren Digital. She will remained based in NY.



imagesEntertainment Editor Carole Joseph has been promoted to Deputy Digital Executive Editor. Both Shirley and Carole will report directly to PESP Editor-in-Chief Armando Correa.




_A16PyDf_400x400Visible Measures, the content advertising data and technology firm,  announced that it has hired Leslie Russell as Director of Sales for Multicultural Marketing. Russell has over 25 years of experience in multicultural marketing and will be responsible for leading the sales effort for clients leveraging Visible Measures’ extensive data, insights, and media for content advertising specific to Hispanic and African American audiences. Russell joins Visible Measures from HolaDoctor, a Miami-based Spanish-language health and wellness digital network, where she held the role of director of digital sales, content marketing and translation services.Before joining HolaDoctor, Russell served as the National Sales Director for impreMedia, a U.S. Hispanic engagement solutions company offering content and advertising solutions. Russell holds a Bachelor of Science degree in Spanish Language and International Trade & Transportation from Georgetown University.

isabelraffertyMoviousMobvious, a  European mobile marketing firm is entering the U.S. Mobvious’ new office will be co-founded and led by Isabel Rafferty. Rafferty tells Portada that Mobvious will also have offices in Los Angeles. She previously worked at Asmovil  and was responsible for the launch of offices in Los Angeles, New York, and Chicago.



isaacIsaac Mizrahi, Co-President and Chief Operating Officer of Alma, is the new chair-elect at AHAA: The Voice of Hispanic Marketing. As chair elect, he will work closely with current chair Linda Lane Gonzalez, to lead the organization in developing and advancing AHAA’s strategic plan. Prior to this election, Mizrahi served on the board of directors and other committees.  Both Mizrahi and Gonzalez will work with the AHAA board of directors.Mizrahi spent more than 20 years honing his skills on behalf of international brands such as Coca-Cola, Bellsouth International, and Sprint-Nextel.

descarga (1)Telemundo 40 Río Grande Valley / KTLM announced that Carlos Sánchez has been named Video Journalist for Noticias Telemundo 40 at 10 PM. Sánchez joins a dynamic team of reporters that delivers the latest local breaking news and information that are of importance to the Hispanic community in the Río Grande Valley. He will make his on-air debut in early August.Sánchez, who has more than 15 years of experience working in local broadcasting for Spanish-language viewers, joins Telemundo 40 after working as a reporter for Telemundo El Paso / KTDO,  Azteca America network in Miami, Florida and Channel 44, a local television station Ciudad Juárez, Mexico.  He earned a bachelor’s degree in Tourism from the Universidad Autónoma de Ciudad Juarez, Mexico.

descarga (2)Vince Hudson is the new global brand director for Smirnoff vodka and senior VP for the brand in the U.S. at Diageo. He was most recently VP of U.S. marketing and mobile at Samsung. Prior to that he spent 20 years at Procter & Gamble in assorted executive roles.




mosaico_logoUnivision’s programmatic unit, Mosaico Trading, has hired three top executives to oversee sales and ad operations:

David Katz is the new general manager and VP, programmatic revenue platforms and operations.

Dayana Hoffman was appointed director, sales programmatic revenue and platforms.

Annie Fong has joined as director, programmatic ad operations.

AAEAAQAAAAAAAAOIAAAAJGM1ZTAzNDc1LWJlYzQtNDI4ZC1hYTBmLTQ0N2E4YjdlZDYzOABrand style Communications has hired  Annie Ehrmann as EVP, Strategy and Business Development. Based at the agency’s New York City headquarters, Ehrmann brings over a decade of experience. Mrs. Ehrmann will be working to expand the company’s fast growing Miami office and launch the Los Angeles office, currently scheduled for Q1, 2017.

descargaBBC Worldwide has appointed David Hanono Digital Sales General Manager for LatAm and the Hispanic US Market, effective July 21st.David will oversee all BBC Worldwide sales content for Latin America & US Hispanic, including Digital, TV and formats, while continuing to lead advertising regionally. Hanono has extensive experience in the digital TV industry and technological sector, having worked in global media organizations for 20 years. He previously served as Vice President of Digital Business Development and Advertising Sales for BBCW Latin America & U.S. Hispanic.

descarga (5)Unilever will buy Dollar Shave Club subscription grooming service for US$1 billion, giving the world’s second biggest ad spender an entry into one of the most profitable segments of personal care, and Dollar Shave Club a platform for global expansion.The deal puts Unilever in competition with its long-time rival Procter & Gamble Co.Michael Dubin, founder and CEO of Dollar Shave Club, will stay on as CEO.

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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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For prior Changing Places editions, click here.
1b60585Sara Timmins has joined Eclipse Marketing Services, Inc. as Director of Sales and Strategic Partnerships. She reports to Laurie Silverman, VP Strategic Partnerships & National Accounts. Sara will be responsible for cultivating client relationships and assuring they are provided with the insights, strategy, marketing partnerships and campaigns needed to maximize their growth and revenue. Sara comes to Eclipse from RLTV in Baltimore, Maryland, where she rose to become Director of Distribution.

descargaUnivision Communications Inc. (UCI),  has named Dominic Fails senior vice president of Local Media Sales, effective immediately. He will report to UCI’s Chief Local Media Officer, John Eck.Fails most recently served as vice president and director of sales for Univision’s local media stations in Chicago. Before joining UCI, he served as vice president of corporate sales at Journal Broadcast Group. He holds an MBA from the McCombs School of Business at the University of Texas at Austin and a Bachelor of Arts from Coe College.

Estrella TV announced that Cathy Lewis Edgerton has joined the top-rated Spanish language television network as senior vice president of distribution and affiliate sales. Reporting to the Chief Operating Officer, Winter Horton, Cathy comes to Estrella TV from Viacom Media Networks where she was responsible for the distribution deals for a portfolio of networks including MTV, Vh1, Nickelodeon and Comedy Central. In her role at Estrella TV, Cathy is responsible for helping to attain and exceed the channel’s distribution goals by maximizing existing client partnerships and forging new ones.

descarga (3)Flavio Morales has been named Executive Vice President at Endemol Shine Latino, U.S. Initiatives.A longtime Telemundo programming executive, Morales will develop unscripted, scripted and digital content aimed at the U.S. Hispanic/English-speaking marketplace. Morales is based in Los Angeles and will work closely with the Endemol Shine Latino team in Miami.  Most recently Morales was EVP at BIG VIDA Entertainment.Previously, he was a top programming executive at NBCUniversal¹s Telemundo¹s cable network mun2 (now NBCUniverso.

descarga (4)Wendy Clark has been named chief executive officer and president of DDB Worldwide‘s North American operations.Clark will join DDB in January from Coca-Cola North America, where she has been president of the beverage giant’s sparkling brands and strategic marketing. She has held several senior marketing positions since joining Coke in 2008. At DDB, Clark succeeds Mark O’Brien, who will move to executive vice president at Omnicom Group, the agency’s parent firm.

300xNx244F90B81-F0F4-E3E3-B37D17768393BD78.jpg.pagespeed.ic.015epWoVXTHumberto Duran has been named VP of news operations and production management at Telemundo. He was previously executive producer at CCTV America and prior to that was executive producer at NTN24. He also served as an executive producer at CNN en Español.



172f1b1AHAA: The Voice of Hispanic Marketing announced Linda Lane Gonzalez, president of Viva partnership, as its new Board Chair. She succeeds Aldo Quevedo, who has completed his term. Gonzalez will lead the Board of Directors to deliver on the organization’s strategic plan that increases AHAA’s advocacy and thought leadership to underscore the pivotal role of Hispanic agencies in today’s marketplace.

In addition, AHAA announced that Maria Lopez-Knowles, CMO at Entravision, Isaac Mizrahi, SVP/Managing Director at Alma, and Isabella Sanchez, VP of Media Integration at Zubi Advertising have joined the Board of Directors each for a two-year term.

descarga (1)Entravision’s Chief Marketing Officer Maria Lopez-Knowles is an accomplished industry leader. Prior to Entravision, she served at Pulpo Media as Chief Marketing Officer, GlobalHue Latino as President, and founded MRM Worldwide’s (McCann Worldgroup) practice targeting the über-acculturated Hispanic both online and above-the-line, with a keen focus on brand influencers. Lopez-Knowles has worked on accounts such as Microsoft, Visa, HR Block, Verizon, MasterCard, Subway, General Electric, Diageo, and Avery Dennison (Office Products).

1069873Isaac Mizrahi is a marketing master and economist who has spent more than 20 years honing his award-winning skills on behalf of international brands such as Coca-Cola, Bellsouth International, Sprint-Nextel and British American Tobacco in Latin America and the U.S. Since 2009, Mizrahi has held the position of SVP/Managing Director at Alma leading the agency’s business and operations


descarga (2)As Zubi Advertising’s Vice President of Media Integration, Isabella Sanchez oversees all integrated media for American Airlines, Dunkin’ Donuts, Ford Motor Company, Ford California Dealer Associations, JP Morgan Chase, and Lincoln Motor Company. With a career spanning more than 20 years, she has held leadership positions at Tapestry, a division of Starcom MediaVest Group, and The Bravo Group, a division of WPP. In 2003, Sanchez was honored by AHAA and HispanicAd.com as the “Media Planning Executive of the Year.”


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