We didn't jump on the Hispanic bandwagon because of its recent popularity. It's been our passion since we opened in 1985. At López Negrete, we've catered to the Hispanic market because we are a part of the Hispanic community. Demographers attempt to categorize the Hispanic market with cute names and impressive numbers, but we are a part of those families on a daily basis. We've lived the very hopes, barriers, fears and dreams that our audience experiences every day. There's a music to our language, a rhythm to our cultures, the beat and beauty of which demographers will never define. But we can because we are close. Our dedication begins at home. We're helping America's leading companies to take part in the enormous opportunity the Hispanic market offers. We're proud to say our roster of clients includes some of the world's most prestigious brands representing major industries from banking to food to insurance to energy. As founder and CCO, Alex López Negrete is passionate about many things. Here's one: To remain an independent, Hispanic-owned and operated shop. His passion goes hand-in-hand with his commitment to the Hispanic community. "The way we see it," says Alex, "Hispanics aren't a minority, they're our priority. No matter how big we grow, that will never change. "