At López Negrete, passionate work begins with research. It's the starting point where we put in more effort and energy than most because we realize that the more highly defined the target, the easier it is to craft the precisely correct message. When it comes to the Hispanic market things can get complicated. It includes people from many different countries (Cuba, Puerto Rico, Argentina, Colombia, Mexico and beyond) with differing levels of acculturation within each of those various groups. Besides that, attitudes, perceptions and even language are constantly in flux. It's tough to keep up with those changes even when you're part of them, as we are, on a daily basis. That's where R.E.A.L.™ comes in: Research, Explore, Analyze, and Leverage. It's an invaluable tool that takes into account subtle nuances that help us define subsegments of audiences and existing perceptions about brands in individual product categories. Further, it identifies possible linguistic and cultural barriers and indicates necessary paths for change. Here's another way passion comes into play: Just as with media and account work, we never stop working with our original model or blueprint. It's an on-going process. Always evolving. Continually being improved upon. When it comes to hitting the right audience with the most compelling message, López Negrete is as real as it gets.