Marta Insua
Alma
Chief Curiosity Officer
A clinical psychologist from Argentina, Marta bears an uncanny but apropos resemblance to fashionable super scientist Edna Mode from Pixar’s “The Incredibles.” Marta began her career more than 35 years ago in consumer research for Burke, a P&G company. She’s been inside the DDB network for over 17 years, from head of planning for DDB Argentina, DDB Latin America, and DDB Mexico to Alma. Our super Marta created a team of Cultural Curators, a division of the Strategic Insights Department, to implement deep research on Hispanic Bilingual Young Adults based on the concept of Cultural Affinity. This research produced the much heralded “Fusionistas” Yellow Paper launched in 2009, and has yielded practical results for brands such as McDonald’s, State Farm, and many others. Her team’s three Yellow Papers have earned nearly 37,000 views and represent more than 7% of the total views on the DDB global website.
She has worked on brands such as McDonald’s, State Farm, Mitsubishi, Tobacco Free Florida, PNC Bank, VW, Hyundai, PNC Bank, Rosetta Stone, Anheuser-Busch, and Danone among many others.
