If you think passion or creativity have nothing to do with media, you haven't visited the second floor of López Negrete. Again, because of a deep commitment to the client and to the Hispanic community our media planners, buyers and strategists go above and beyond typical schedules, book rates, reach, frequency, grp's, and average number of spots to acquire prime placements for clients and consistently dig out many value-added opportunities. We attempt to provide the most strategic, highly targeted, creative, effective and executable plan possible. We regularly stretch our clients' budgets further, and incessantly tweak the buy to make it work harder. Because of our reputation, and many long-standing relationships, we often get first right-of-refusal and hear about unique buys, events and sponsorships ahead of the pack. Our full-service media department aggressively negotiates and buys every media vehicle at every level-locally, regionally, nationally and Hispanic or non-Hispanic. The quip goes, "The harder I work, the luckier I get."  Well, in that same vein, the more passionate we are about our work, the more good things happen for our clients.