Lopez Negrete Communications – Wikipedia

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Lopez Negrete Communications
Type Private
Industry Advertising
Founder Alex López Negrete, Cathy López Negrete
Headquarters ,

United States

Area served

 United States

Key people

 Alex López Negrete (CEO), Cathy López Negrete (CFO)
Website [1]

Lopez Negrete Communications is an advertising agency based out of Houston, Texas that focuses on the Hispanic community.[1] Lopez Negrete has created advertising campaigns for numerous national brands, including Bank of America, Wal-Mart, Microsoft, Royal Dutch Shell, Miller Brewing Company,[1] the Houston Astros,[2] and NBC Universal.[3] In a 2007 Billboard magazine article, Lopez Negrete was described as the “top Latin ad agency” and the company’s CEO, Alex López Negrete, was named 2012 Agency Executive of the Year by HispanicAd.com.[4]

In June 1998, Lopez Negrete Communications last week was awarded the consolidated Hispanic marketing account of longtime client NationsBank and its new acquisition, Barnett Bank of Jacksonville, Fla. The budget was undisclosed, but should exceed the $3 million in billings the account was worth at Lopez Negrete prior to the merger. The review involved a strategic presentation duel between Lopez Negrete of Houston and Barnett in-cumbent IAC Advertising in Miami.[5]

In March 2002, President George W. Bush today announced his intention to appoint 36 individuals to serve as Members of the Advisory Committee on the Arts for the John F. Kennedy Center for the Arts… Alex López Negrete of Texas[6]

In May 2006, the Houston Business Journal rated Lopez Negrete Communications as the second largest advertising firm in Houston, and reported that it had a revenue of $135 million.[2]

In January 2007, Wal-Mart today announced the roster of advertising agencies it has selected to implement its marketing campaigns going forward. The company has retained the following agencies…Houston’s Lopez Negrete will lead Hispanic creative.[7]

In December 2007, Lopez Negrete Communications opened an office in the city of Burbank, California.[3] This was because Lopez Negrete Communications won the “media planning and buying account” for NBC Universal, according to the Houston Business Journal.[3]

In April 2008, Lopez Negrete Communications, a Hispanic owned and operated agency specializing in Hispanic marketing, established the Lopez Negrete Hispanic Marketing Education Fund, an annual scholarship to benefit students who want to pursue a career in Hispanic marketing or advertising. The $20,000 fund will present one $2,000 award per year.[8]

In December 2008, President George W. Bush has appointed Alex López Negrete, president and CEO of Lopez Negrete Communications to serve on a commission to study and report on the establishment of a National Museum dedicated to American Latinos. The Museum would document more than 500 years of American Latino contributions to the United States and be home to thousands of artifacts, images and personal stories.[9]

In May 2009, Lopez Negrete signed with Dr Pepper Snapple Group and Kraft Singles to do their Hispanic advertising.[1] These deals accounted for a 9% increase in Lopez Negrete’s revenue in 2009, according to Advertising Age.[10] In the same 2009 article, Advertising Age noted that Lopez Negrete Communications was the fifth largest U.S. agency catered to the Hispanic public.[10]Advertising Age added that their ads for Kraft Singles and Dr. Pepper were “standouts” for their ability to reach Hispanic teens.[10]

In the Dr. Pepper campaign, the agency created a hit song “LaLaLaLife/Vida23” that was enhanced by an internet feature allowing teenagers to share and remix the song.[11]Advertising Age credited Dr. Pepper’s 9.5% sales increase to U.S. Hispanics to this advertisement.[11] In the Vida23 campaign, Lopez Negrete Communications worked with Andres Levin and Cucu Diamantes from Yerba Buena, a New York Grammy-nominated fusion band.[12]

In December 2009, National Minority Supplier Council (NMSDC) recognized David B. Dillon, chairman and chief executive officer of The Kroger Company; Alex López Negrete, president and chief executive officer of Lopez Negrete Communications and Kenneth M. Ricketts, president and chief executive officer of Quality Packaging Specialists International, for their long-standing achievements in minority business development at its annual Minority Business Leadership Awards Dinner-Dance in May.[13]

In February 2010, Brett Elliott, a senior copywriter at Lopez Negrete Communications was awarded with the Silver Medal Award at the ADDY Awards.[14] The award was given posthumously as Elliott died in March 2009.[14]

In July 2010, Lopez Negrete joined with Cesar Millan, known as the Dog Whisperer, to bring awareness to the Hispanic community about pet overpopulation and to promote neutering.[15]

In August 2010, Lopez Negrete Communications was named Hispanic agency of record for Georgia-Pacific’s Quilted Northern Bath Tissue.[16]

In early October 2010, Verizon Communications chose Lopez Negrete Communications, Houston, as its agency for ads aimed at Spanish-speaking consumers for the company’s landline telephone, high-speed Internet and FiOS television services.[17]On October 12, 2010, Alex López Negrete was inducted to the American Advertising Federation Class of 2010 Southwest Hall of Fame. According to the source, the honor goes to “elite men and women, who have distinguished themselves in their careers, have contributed to the betterment of advertising and its reputation, and who have made volunteer efforts outside the workplace.”[18]

On October 12, 2010, Alex López Negrete was inducted to the American Advertising Federation Class of 2010 Southwest Hall of Fame. According to the source, the honor goes to “elite men and women, who have distinguished themselves in their careers, have contributed to the betterment of advertising and its reputation, and who have made volunteer efforts outside the workplace.”[19]

In March 2011, Lopez Negrete Communications announced that it would “take over its brand leadership, strategic planning, business analytics and creative development” for Kraft Foods brand Maxwell House. This marks the fourth Kraft Foods brand to join the agency’s client roster.[20]

In 2012, Friday, June 1, marked the grand opening of ZapBoomBang Studios, a multimillion-dollar, state-of-the-art video postproduction and recording studio. To mark the opening of one of the finest studios in the region, ZapBoomBang invited the children of the Houston charity Purple Songs Can Fly, which is dedicated to helping patients of the Texas Children’s Cancer and Hematology Centers, to write song lyrics which were then produced and recorded at ZapBoomBang by Andres Levin, the GRAMMY-winning producer, writer and founder of the nonprofit Music Has No Enemies. It will soon be submitted to iTunes, where proceeds will go directly back to Purple Songs Can Fly.[21]

In 2013, on Thursday, April 25, attendees at the “No Limits: Conference for Women” hosted annually by the Greater Houston Women’s Chamber of Commerce (GHWCC) heard presentations from three nationally recognized women, C-Suite and corporate board leaders and successful entrepreneurs, honored seven Breakthrough Women and presented the inaugural Diversity Leadership Award to two deserving winners.[22]

In May 2013, AHAA: The Voice of Hispanic Marketing honored Walmart, a Lopez Negrete client, with its first annual Marketer of the Year Award.[23]

In July 2013, Lopez Negrete Communications joined with the Recreational Fishing and Boating Foundation to launch a five-year campaign to increase boating and fishing participation among the Hispanic population.[24]

Also in July 2013, Lopez Negrete Communications was named the Hispanic agency of record for Verizon Wireless.[25]

In September 2015, Alex López Negrete, President and CEO of Lopez Negrete Communications, received the Ohtli award, an acknowledgment from the government of Mexico, for his outstanding career as community leader and businessman. The accolade was delivered in a ceremony that took place during the United States Hispanic Chamber of Commerce (USHCC) national convention in Houston.[26]

In April 2016, The Southwest Advertising Hall of Fame is proud to announce four new members into its 2016 class of inductees: Richard C. Brown, Jim D. Johnson, Jack Sweeney and H. C. Zachry. Each of these distinguished honorees have made significant contributions to the advertising industry and in their community. In addition, this year’s Governor’s Award is being given to Lopez Negrete Communications of Houston.[27]

In 2018, The President Award went to Lopez Negrete Communications Inc. not just for its marketing expertise and support of Houston Minority Supplier Development Council (HMSDC), but also for providing the council temporary office space after the disastrous Hurricane Harvey in 2017.[28]

In 2019, Alex López Negrete was inducted to the Hispanic Marketing Council Hall of Fame. The HMC recognizes a select group of visionaries, leaders and luminaries who have made significant contributions to the development and advancement of the Hispanic advertising and marketing field. These awardees represent the growth and achievements of the Hispanic advertising and marketing industry. In celebrating their accomplishments, we seek to encourage future industry leaders to pursue new feats of excellence.[29]

In August 2022, Hyundai Motor America selected independent, Hispanic-owned and operated Lopez Negrete Communications as its U.S. Hispanic marketing agency of record. Lopez Negrete will provide strategic marketing solutions to reach and engage with diverse Latino audiences nationwide. The agency will begin general brand work immediately, followed by vehicle specific launches, beginning with the compact SUV Tucson. Hyundai has entered a multi-year agreement with Lopez Negrete following a competitive request for proposal (RFP) process.[30]

In December 2022, Hyundai Motor America developed its first original creative campaign with new U.S. Hispanic marketing agency, Lopez Negrete Communications. The campaign highlights the power of Hispanic moms in passionately keeping their family on track while showcasing Hyundai’s bestselling SUV Tucson, and its ability to help young, transitional families accomplish it all. Running through December 2022, the rolling launch integrates Spanish-language television, radio and digital. [31]

In January 2023, Hyundai Motor America developed its first bilingual creative campaign with U.S. Hispanic marketing agency, Lopez Negrete Communications. The campaign highlights a unifying anthemic brand message capturing that no matter how far apart we might be, where we go or where we come from, it is the miles that we spend together that make memories and bring us together. [32]

References[edit]

  1. ^ a b c
    Hall, Christine (June 3, 2009), “Lopez Negrete gets taste of Dr Pepper, Kraft accounts”, Houston Business Journal, retrieved March 15, 2010
  2. ^ a b Wollman, Allison (May 19, 2006), “Hispanic media firms brace for Houston newcomer”, Houston Business Journal, retrieved March 16, 2010
  3. ^ a b c Hall, Christine (December 7, 2007), “NBC Universal deal takes López Negrete to Tinseltown”, Houston Business Journal, retrieved March 16, 2010
  4. ^ Bryant, Gene (May 7, 2012), “Alex Lopez Negrete – HispanicAd.com 2012 ‘Agency Executive Of The Year’.”, HispanicAd.com, retrieved May 7, 2012
  5. ^ Fest, Glen. “Lopez Adds NationsBank Biz”. www.adweek.com. Retrieved 2023-03-30.
  6. ^ “President to Appoint Members to JFK Arts Center (Text Only)”. georgewbush-whitehouse.archives.gov. Retrieved 2023-03-30.
  7. ^ “Wal-Mart Unveils New Ad Agency Portfolio”. Corporate – US. Retrieved 2023-03-30.
  8. ^ Valle, Elena del (2008-04-08). “Texas agency establishes Hispanic marketing scholarship fund”. Hispanic Marketing & Public Relations website and podcast. Retrieved 2023-03-30.
  9. ^ “Alex López Negrete appointed to White House Commission for National Latino Museum. – HispanicAd.com”. Retrieved 2023-03-30.
  10. ^ a b c “The Ones to Watch: From unexpectedly surging Fallon to talent-drawing Red Scout, these shops are best-positioned for mention on next year’s A-list”, Advertising Age, January 5, 2010, retrieved March 15, 2010
  11. ^ a b Wentz, Laurel (January 4, 2010), “Hot Pockets, Dr Pepper win over bicultural youth”, Advertising Age, retrieved March 15, 2010
  12. ^ Ben Yehuda, Ayala (December 9, 2009), “What’s in a name? Superstars not essential for effective Latin sponsorship deals”, Billboard, retrieved March 15, 2010
  13. ^ “2009 NMSDC Annual Report | PDF | Supply Chain | Mergers And Acquisitions”. Scribd. Retrieved 2023-03-30.
  14. ^ a b Hall, Christine (February 25, 2010), “Houston Symphony takes space concert international”, Houston Business Journal, retrieved March 15, 2010
  15. ^ “‘Dog Whisperer’ Promotes Spay-Neutering”. FOX News. 7 July 2010. Retrieved 8 July 2010.
  16. ^ Hall, Christine (13 August 2010). “Lopez Negrete rolls over review to land Quilted Northern account”. Houston Business Journal. Retrieved 13 August 2010.
  17. ^ Elliott, Stuart (10 October 2010). “News From the Advertising Industry”. The New York Times. Retrieved 10 October 2010.
  18. ^ “Alex López Negrete Inducted to the American Advertising Federation Class of 2010 Southwest Hall of Fame”. Only in Houston. 8 June 2010. Retrieved 8 June 2010.
  19. ^ “Alex López Negrete Inducted to the American Advertising Federation Class of 2010 Southwest Hall of Fame”. Only in Houston. 8 June 2010. Retrieved 8 June 2010.
  20. ^ “Lopez Negrete Communications Gets Maxwell House Deal”. HispanicBusiness. 7 March 2011. Retrieved 7 March 2011.
  21. ^ “ZapBoomBang opens its doors in Houston. – HispanicAd.com”. Retrieved 2023-03-30.
  22. ^ report, Community (2013-05-15). “Speakers and award winners inspire conference audience”. Chron. Retrieved 2023-03-30.
  23. ^ “AHAA Honors Walmart with Marketer of the Year Award”. HispanicAd Development. Retrieved 26 July 2013.
  24. ^ “RBFF targets Hispanics in participation campaign”. Trade Only Today. Retrieved 26 July 2013.
  25. ^ Aditham, Kiran. “Here’s a Quick Update on Verizon’s Multicultural Biz/GlobalHue”. AgencySpy. Retrieved 26 July 2013.
  26. ^ “Alex López Negrete from Lopez Negrete Communications: To receive the Ohtli award is beyond my dreams and expectations”. PRODU.COM (in Spanish). 2015-09-24. Retrieved 2023-03-30.
  27. ^ “Southwest Advertising Hall of Fame 2016 Class Announced”. Yahoo Life. Retrieved 2023-03-30.
  28. ^ “NASA’s Johnson Space Center, Shell Earn HMSDC’s Corporation of the Year Awards”. mbntexas.biz. Retrieved 2023-03-30.
  29. ^ “Hall of Fame”. Hispanic Marketing Council. Retrieved 2023-03-30.
  30. ^ “Hyundai Motor America Selects Lopez Negrete Communications as its Hispanic Marketing Agency of Record”. August 11, 2022.
  31. ^ “Hyundai and Lopez Negrete Communications Develop Their First Hispanic Campaign ‘Coach Mom’ for the Tucson SUV”. markets.businessinsider.com. Retrieved 2023-03-29.
  32. ^ “Hyundai and Lopez Negrete Communications Introduce First Bilingual Campaign Focused on “The Miles that Unite Us”“. www.yahoo.com. Retrieved 2023-03-29.

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