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]
 | |
| Company 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] |
2006 edit
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]
2007 edit
In December 2007, López Negrete Communications opened an office in the city of Burbank, California.[3] This was because López Negrete Communications won the "media planning and buying account" for NBC Universal, according to the Houston Business Journal.[3]
2009 edit
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.[5] In the same 2009 article, Advertising Age noted that Lopez Negrete Communications was the fifth largest U.S. agency catered to the Hispanic public.[5] Advertising Age added that their ads for Kraft Singles and Dr. Pepper were "standouts" for their ability to reach Hispanic teens.[5]
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.[6] Advertising Age credited Dr. Pepper's 9.5% sales increase to U.S. Hispanics to this advertisement.[6] In the Vida23 campaign, Lopez Negrete Communications worked with Andres Levin and Cucu Diamantes from Yerba Buena, a New York Grammy-nominated fusion band.[7]
2010 edit
In February 2010, Brett Elliott, a senior copywriter at Lopez Negrete Communications was awarded with the Silver Medal Award at the ADDY Awards.[8] The award was given posthumously as Elliott died in March 2009.[8]
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.[9]
In August 2010, Lopez Negrete Communications was named Hispanic agency of record for Georgia-Pacific’s Quilted Northern Bath Tissue.[10]
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.[11]
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."[12]
2011 edit
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.[13]
2013 edit
In May 2013, AHAA: The Voice of Hispanic Marketing honored Walmart, a Lopez Negrete client, with its first annual Marketer of the Year Award.[14]
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.[15]
Also in July 2013, Lopez Negrete Communications was named the Hispanic agency of record for Verizon Wireless.[16]
References edit
- ^ a b c Hall, Christine (June 3, 2009), "Lopez Negrete gets taste of Dr Pepper, Kraft accounts", Houston Business Journal, retrieved March 15, 2010
- ^ a b Wollman, Allison (May 19, 2006), "Hispanic media firms brace for Houston newcomer", Houston Business Journal, retrieved March 16, 2010
- ^ a b c Hall, Christine (December 7, 2007), "NBC Universal deal takes López Negrete to Tinseltown", Houston Business Journal, retrieved March 16, 2010
- ^ Bryant, Gene (May 7, 2012), "Alex Lopez Negrete - HispanicAd.com 2012 'Agency Executive Of The Year'.", HispanicAd.com, retrieved May 7, 2012
- ^ 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
- ^ a b Wentz, Laurel (January 4, 2010), "Hot Pockets, Dr Pepper win over bicultural youth", Advertising Age, retrieved March 15, 2010
- ^ Ben Yehuda, Ayala (December 9, 2009), "What's in a name? Superstars not essential for effective Latin sponsorship deals", Billboard, retrieved March 15, 2010
- ^ a b Hall, Christine (February 25, 2010), "Houston Symphony takes space concert international", Houston Business Journal, retrieved March 15, 2010
- ^ "'Dog Whisperer' Promotes Spay-Neutering". FOX News. 7 July 2010. Retrieved 8 July 2010.
- ^ Hall, Christine (13 August 2010). "Lopez Negrete rolls over review to land Quilted Northern account". Houston Business Journal. Retrieved 13 August 2010.
- ^ Elliott, Stuart (10 October 2010). "News From the Advertising Industry". The New York Times. Retrieved 10 October 2010.
- ^ "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.
- ^ "Lopez Negrete Communications Gets Maxwell House Deal". HispanicBusiness. 7 March 2011. Retrieved 7 March 2011.
- ^ "AHAA Honors Walmart with Marketer of the Year Award". HispanicAd Development. Retrieved 26 July 2013.
- ^ "RBFF targets Hispanics in participation campaign". Trade Only Today. Retrieved 26 July 2013.
- ^ Aditham, Kiran. "Here's a Quick Update on Verizon's Multicultural Biz/GlobalHue". AgencySpy. Retrieved 26 July 2013.