June 24, 2019
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.”
After 34 successful years in Hispanic marketing, Alex López Negrete will be inducted into the Culture Marketing Council Hall of Fame, and to celebrate, this infographic narrates both his and Cathy’s professional and personal milestones of more than three decades of commitment, passion, and purpose.
Lopez Negrete Communications won bronze at Wave 2019 Awards Festival in Film for the Food category for “Fisherman” for McDonald’s. In total, 10 Grand Prix were delivered, all for Brazilian agencies, but there were also metals for countries such as Argentina, Chile, Colombia, the United States and Peru. The Wave Festival, Latin American Creativity Festival […]
Lopez Negrete Communications, one of the nation’s largest independent, Hispanic owned and operated full-service agencies, has been announced as an honoree at the American Advertising Federation’s 18 [th] Annual Mosaic Awards for work created on behalf of its long-standing client, Walmart. The campaign entitled “A Unifying Beat” launched the retailer’s Online Grocery Pick-Up service to […]