Can Spanish-language radio serve as a powerful platform for the expansion of a very regional brand that seeks wider growth opportunities?
Yes. Louisiana-based roaster Community Coffee is using AMs and FMs targeting Hispanic consumers to great success in Texas.
In this Hispanic Radio Podcast, advertising agency head Alex López Negrete — whose resume includes Spanish-language play-by-play for an NBA franchise — shares his thoughts on why radio works for advertisers.
Speaking from Miami, where Negrete chatted with RBR+TVBR Editor-in-Chief Adam R Jacobson, López Negrete shared how his unique understanding of radio has translated to media buys from clients including McDonald’s co-ops in Texas and border states his agency works with.
“Radio has always been important and remains important,” he says. “I think there are series of myths out there that are sometimes propagated by some of the trade media, where you hear that Spanish-language [media] is dead and multicultural agencies are dead or dying. One of them is that terrestrial radio is dead, and that is not the case. Radio continues to be important for the Latino listener.”
Her baby boy sick with an earache, Cathy Lopez Negrete came home to discover the water had been turned off due to lack of payment. Days later, Alex Lopez Negrete was leaving for an important business meeting when his car was repossessed. A week like this one might have deterred many budding entrepreneurs. For the […]
11.21.2019These 6 Ads Are the Most Effective Multicultural Marketing Messages in Recent Years on the Cultural Insights Impact Measure
Denny’s, Nationwide and Walmart are among a small group of companies with multicultural advertisements that performed highly with African American, Hispanic and LGBTQ+ audiences. The cultural relevance of these analyzed ads, which were released over the past couple of years, was measured utilizing an ad metric called the Cultural Insights Impact Measure (CIIM) created by […]
11.07.2019AIMM’s New Metric Reveals Top Performing Ads Among African-American, Hispanic, LGBTQ+; Gauges Purchase Intent
November 07, 2019 Ford, Walmart and Google share a common accolade as of today: these and others were named among the top quartile of advertisements measured by the breakthrough new ad metric CIIM™ (Cultural Insights Impact Measure), developed by The Association of National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM) in partnership with […]
Lopez Negrete Communications sweeps the competition with two Advertising Research Foundation’s (ARF) 2019 Gold and Silver Ogilvy Awards: Silver in the Multicultural category for its “Unifying Beat” campaign, created for longtime client and long-standing partner Walmart; and Gold in the Retail & Restaurants category for “The FABRIC™ of Local Breakfast” campaign, created for emblematic new […]