Polar Beer Chooses ALMA as its Agency of Record in the U.S.
MIAMI, June 2, 2011 /PRNewswire/ — Polar Trading has selected Alma as the AOR to manage the Polar Beer brand in the U.S. Hispanic market. With this victory, this will make three accounts that the agency has been awarded within the past two months (Cricket Communication 4/13/11 and Rosetta Stone 5/15/11).
The selection process led by Polar Trading included a review of ten agencies which was then narrowed down to four finalists. Alma stood apart at each stage and will now focus on strengthening communication efforts between the Venezuelan public, as well as expanding its reach into key segments of the Hispanic market.
Luis Miguel Messianu, President and CCO of Alma said, “This new win for our agency demonstrates the ability of our agency in managing both established brands and start ups. It’s exciting to work for such a great company and help them from the get go. Polar has the potential of becoming another case history of Latino influence in Mainstream America.”
The company’s portfolio leads the Venezuelan beer market and has a successful tradition of 70 years in the country’s industry. Alma demonstrated strong strategic thinking with creative social marketing initiatives applied to communication networks and social communities, promotions, word-of-mouth as well as traditional media.
Isaac Mizrahi, SVP, Managing Director of Alma added, “Today’s business environment requires solutions that break away from the traditional marketing programs and during the process with Polar Trading we were able to demonstrate that at Alma we understand how to help brands to excel by building strong affinity with its consumers, based on our innovative philosophy of ‘Social Creativity.’”
Contact: Olimpia Del Boccio