Christian Liu is returning to the agency that kicked off his career, as Miami-based multicultural agency Alma has hired him as its newest executive creative director.
Liu, who was previously creative director at mcgarrybowen, began his career at Alma in 2005 and spent over seven years with the agency before going on roles at Y&R, Wing, JWT and Global Hue.
Liu will be based in Alma’s Chicago office, joining forces with executive creative director Jorge Murillo to work with clients including McDonald’s, MolsonCoors and Tobacco Free Florida.
“I thought returning to Alma at this time in my career would be a great next step, especially as the lines between general market and multicultural continue to blur. I’m looking forward to combining my general market experience with their modern culture approach. The choice of going back to Alma wasn’t difficult…their culture is incredibly welcoming, nurturing, and optimistic,” Liu told Adweek.
Alma’s multicultural marketing focus was a big reason for Liu’s return. He said he thinks the industry will see clearer opportunities to market to multicultural segments as their impact on brands becomes more evident moving forward, and he hopes to bring deeper insight to the agency and its clients.
“Christian’s return to Alma is a tribute to the type of culture and work our team has created, where both people and their ideas are nurtured and protected,” Luis Miguel Messianu, creative chairman and CEO at Alma, said in a statement. “It’s great to see Christian coming back ‘home,’ where he knows he is appreciated and can continue to grow, learn, and support us in connecting brands with audiences authentically.”