All Inclusive: Luis Miguel Messianu on Recognising Latinos’ Contribution to Their Communities
ALTERED.LA is fighting for more equal representation and an all-inclusive general market. Over the course of 20 years in the biz, Marcos Cline, ALTERED.LA founder and EP, has seen the power of Latin audiences grow exponentially and is passionate about ensuring this market is authentically and creatively catered to. Representing top-notch award-winning directors, ALTERED.LA believes it's important for Hispanic representation in front of and behind the camera and is advocating for clients to pursue this demographic as part of growing their business.
For this new LBB series, ALTERED.LA will be speaking to representatives from the biggest agencies in the industry to see what they too are doing to advocate for more authentic bicultural storytelling, how this will grant the next generation of Hispanic talent a foot in the door and why this will result in greater Latin representation within the General US Market overall.
A visionary force in the realm of multicultural creativity and representation, Luis Miguel Messianu is renowned for his multifaceted contributions as a founder, entrepreneur, board director, and award-winning creative coach. With a profound commitment to enhancing Hispanic storytelling and advocacy, Luis has made significant strides in promoting authentic bicultural narratives. As the founder of his agency, MEL (Messianu/Edelman/Lerma), Luis' dedication to uplifting Latino voices and fostering greater inclusivity has reshaped the industry, championing initiatives that highlight the rich diversity within the Hispanic community.
LBB> Can you describe any specific initiatives or policies your agency has implemented to promote Hispanic storytelling in your campaigns?
Luis> My personal mission has always been to help elevate and dignify the presence of Latinos in the U.S. This has always been my “Why?” I have always advocated for Hispanic storytelling and representation – in the classroom, in the workplace and across screens in front and behind the cameras. In fact, a good example of this is our first piece of work as an agency with the NFL.
The campaign encourages U.S. Latinos to vote for their country’s future as part of a greater initiative called “NFL Votes.” The campaign features Carolina Panthers' Head Coach Dave Canales, the only Latino head coach in the NFL, delivering a locker room pep talk filled with a diverse group of Latinos. Hispanics are critical group of voters this year and a significant growth audience for the NFL
LBB> What are some of the biggest challenges MEL faces in advocating for more Hispanic representation and how do you overcome them?
Luis> If we look at the 63.7 Million Hispanics living in the U.S. which represented 19% of the total population in 2023, the equivalent to the 5th largest economy in the world, ahead of India, England, Brazil, Russia and Canada. Yet Hispanics still feel excluded from the American narrative. This presents a huge opportunity for brands: recognise Latinos’ influence and contribution to their communities. According to the 2023 We Are All Human/Nielsen Hispanic Sentiment Study, Hispanic people feel unappreciated. Only 42% feel their values are shared and reflected by the majority of Americans; this represents a 26-point drop from 68% in 2018. Hispanic people feel undervalued. Only 45% believe big brands represent their values in 2023, down from 54% in 2018; in contrast, 67% feel small businesses better reflect them. Hispanic people feel underrepresented. 64+ MILLION living in the U.S. have less than 3% of representation on TV and entertainment media, and only 6% of mentions in news media.
How do you overcome these challenges? By partnering up with big name brands and developing efforts like the aforementioned NFL campaign that aims to help elevate and uplift the communities we represent and serve. That’s our vision as an agency!
LBB> Do you have any advice for young Hispanic talent looking to break into the industry?
Luis> To take a hard (and brutally honest) look at themselves and try to define their “Why?” The reason why they wake up every morning and what keeps them awake in the middle of the night. Defining the story behind you as your own brand is key to your success and the success of those around you. Find your calling! Find your Soul!
LBB> In what ways do you believe increased Hispanic representation can contribute to societal change and cultural enrichment?
Luis> Latinos embrace a contemporary identity and believe in their contributions to the culture. These are important elements to keep in mind when looking at ways of increased representation that lifts up our communities:
- (Chosen) Familia- Moving beyond narrow depictions of multigenerational families to include a multitude of family formations
- Ethnic Expressions - Reflecting the broad ethnic expressions found across the community, beyond Mexican majority
- Indigenous Narratives - Celebrating ignored indigenous heritage to preserve important influences for future generations
- LGBTQIA+ - Giving a voice to a segment of the community that has been disenfranchised and discriminated
- Afro-Hispanic - Recognising racial diversity and bringing brown and black communities together
- Intersectional Stories - Embracing complexity of the Hispanic-lens to broaden our place in the mainstream, beyond traditional narratives
LBB> Can you share a personal anecdote or experience that highlights why this cause is important to you?
Luis> When I first came to work in the U.S. Hispanic market I had a client who always looked at me funny when I was presenting to her, almost as if she couldn’t understand me. At some point she told me I had an accent. Of course she was trying to put me on the defensive by bullying me. So I told her “excuse my English, but it’s my third language after Romanian and Spanish.” I also quoted a great line from a movie titled ‘A Walk in the Clouds’: “just because I talk with an accent doesn't mean I think with an accent.” After that I guess my English significantly improved because she no longer had an issue with my accent...
