News Archive

Meet HBJ’s Outstanding Diversity Champions, which recognizes individuals within the community or for-profit and nonprofit organizations who have shown outstanding initiative to promote diversity and inclusion either in the organization or community, making a positive difference in others’ lives through contributions to social justice, equality and diversity. Alex Lopez Negrete President and CEO, Lopez Negrete Communications […]

Business leaders Alex and Cathy López Negrete, co-founders of Lopez Negrete Communications in Houston, have been named the 2021 “Mosaic Champions” by the American Advertising Federation (AAF). The AAF’s Mosaic Awards recognize individuals whose commitment to diversity and inclusion is evident through their creative work and organization-wide and industry-wide initiatives. Under Alex and Cathy’s leadership, Lopez […]

The American Advertising Federation (AAF) announced the 2021 Mosaic Awards honorees, who will be recognized for their unwavering commitment to inclusion and for offering a voice to multicultural communities. Each year, the AAF receives entries from companies and agencies across the country that are reviewed and judged by senior industry leaders. This year, the organization will celebrate […]

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El Taco Financiero Podcaster: Enrique Castro En este episodio entrevistamos a un hispano que la ha hecho en grande en Estados Unidos, Alex Lopez Negrete, fundador de Lopez Negrete Communications, sobre: Cómo empezó su carrera en el marketing para la comunidad hispana. Su historia creando la empresa de marketing independiente más grande del país. Los retos […]

Revolución Podcasters: Diego Lastra, Ana Crandell and Court Stroud Episode #103: Alex and Cathy López Negrete (Part 1), Founders of Lopez Negrete Communications, Tell of Meeting in a Houston Record Store, When They Fell in Love and How One of the Worst Days in Their Careers Taught Them to be Fearless In this third episode […]

By Jonathan Adams  – Managing editor, Houston Business Journal When Alex Lopez Negrete started his marketing firm in 1990, he had no doubt in his mind that one day the business world would agree that the Latino community is a lucrative market. Eventually, potential clients would realize the impact the Latino community has on the country’s […]

By Sara Samora – Reporter, Houston Business Journal Lopez Negrete, president and CEO at Lopez Negrete Communications, has seen some progress in his company’s 35 years but felt more could be done. Now, between the Covid-19 pandemic and George Floyd, a Houstonian who died May 25 after a Minneapolis police officer held his knee to […]

Clearly, we are all fearing the same virus – but how are Hispanics living it?  Our first perspective on Hispanics needs, wants, behaviors and implications for marketing communications during this initial stage of the pandemic. Download Perspective  

Texas loses more than $2,300 per year for every person who doesn’t get counted in the U.S. Census, according to a recent study by George Washington University. With stakes in the billions for the once-in-a-decade event, Houston and Harris County officials Monday announced a vigorous joint effort to get an accurate headcount of every person […]

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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 […]

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 […]

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 […]

The ANA’s AIMM Introduces the Cultural Insights Impact Measure™ (CIIM™) Proving that Cultural Relevance Drives Real Brand Results Initial Results Indicate Cultural Relevance Drives Brand Relevancy (+259%), Word of Mouth (+228%), Ad Relevancy (+312%), New Product Purchase Intent (+276%) New York, NY – (September 18, 2019) – A breakthrough new study that proves the incremental value of genuinely […]

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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, 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 […]

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The Culture Marketing Council: The Voice of Hispanic Marketing (CMC) announced the 2019 inductees of the CMC Hall of Fame, which recognizes a select group of visionaries, leaders and luminaries who have made significant contributions to the development and advancement of the Hispanic advertising and marketing field. Sponsored by State Farm, the CMC Hall of […]

Lopez Negrete Communications, Inc., one of the nation’s largest Hispanic independently owned and operated, full-service agency, walked away with 21 American Advertising Federation–Houston Chapter awards, including “Best of Show” in the Broadcast category. This marks the 16th consecutive year the agency has earned a “Best of Show” award. The piece that won “Best of Show” honors […]

The Círculo Creativo of the Hispanic Market in the United States released the new platform for its relaunch. Yes, you heard that right. Relaunch. Círculo Creativo is a nonprofit founded in 1999 with the aim of promoting creative excellence and communication among professionals working in the U.S. Hispanic advertising market. Círculo Creativo is open to […]

El área metropolitana de Houston tiene más de 9.800 empresas propiedad de hispanos, lo que representa alrededor del 11% de todas las empresas en la zona, según presentación de Julio Arrieta, director gerente y director de Marketing de Lopez Negrete Communications, una agencia de publicidad de Houston. Arrieta participó en el evento Estado de los […]

Companies in Houston need to bring more Hispanic executives into C-suites and board rooms, or risk losing out on a growing market and large source of talent, Hispanic business leaders say. Hundreds of people in Houston’s Latino business community gathered Thursday night for the Houston Hispanic Chamber of Commerce’s “State of Hispanics” event, listening to […]

Students living in communities that traditionally lack resources to succeed now have an opportunity for a brighter future thanks to the Lone Star College Promise Firsts Scholarship program. “I am very proud that Lone Star College can now provide additional scholarships specifically designed to help lift students from these communities through higher education,” said Stephen […]

Para Alex López Negrete, fundador, CEO y presidente de la agencia multicultural López Negrete Communications, aún existen muchos anunciantes que deben ser convencidos de que el mercadeo multicultural ya no tiene que ver con crecimiento, sino con sobrevivencia.

Para Alex López Negrete, fundador, CEO y presidente de la agencia multicultural López Negrete Communications, aún existen muchos anunciantes que deben ser convencidos de que el mercadeo multicultural ya no tiene que ver con crecimiento, sino con sobrevivencia.

Para Alex López Negrete, fundador, CEO y presidente de la agencia multicultural López Negrete Communications, aún existen muchos anunciantes que deben ser convencidos de que el mercadeo multicultural ya no tiene que ver con crecimiento, sino con sobrevivencia.

Para Alex López Negrete, fundador, CEO y presidente de la agencia multicultural López Negrete Communications, aún existen muchos anunciantes que deben ser convencidos de que el mercadeo multicultural ya no tiene que ver con crecimiento, sino con sobrevivencia.

Para Alex López Negrete, fundador, CEO y presidente de la agencia multicultural López Negrete Communications, aún existen muchos anunciantes que deben ser convencidos de que el mercadeo multicultural ya no tiene que ver con crecimiento, sino con sobrevivencia.

On this segment of Viva Houston, Alex Lopez-Negrete, CEO & President of Lopez-Negrete Communications will discuss how he expanded his ad agency from a handful of clients in 1985 into a full-service agency with billings approaching $200 million.

Telemundo Houston continúa su homenaje a hispanos que han logrado el éxito en Houston. Antonio Hernandez nos presenta a quien ha logrado destacarse en el mundo de la publicidad.

Alex López Negrete weighs in on the effect Donald Trump’s anti-Mexican rhetoric is having on retail and e-commerce.

Let us know your preferred summer drink choices with these refreshing facts about Hispanics and Non-Alcoholic Beverages.

Con la llegada del Festival Internacional de Creatividad de Cannes Lions este verano, Olga Reyes, directora creativa ejecutiva, habló con Produ sobre el importante papel que juegan las mujeres en la publicidad y de algunas de sus campañas favoritas sobre el empoderamiento de las mujeres.

Show your favorite basketball team how much you enjoy the game with these hardwood facts about Hispanics and the NBA.

Show mama how much you appreciate her today and every day with these facts about the Hispanic mom.

Dile a mamá cuánto la quieres hoy, y todos los días, con estos datos acerca de la madre hispana.

Join the discussion with #Billboards2017 with the most talked-about topics of the night.

Alex López Negrete and Director of Business Analytics Gerry Loredo expand on Hispanics and beer consumption in an article by Forbes for National Beer Day!

Pay special attention to your beloved pet today and every day with these fun facts about Hispanics and pet ownership.

Hispanics enjoy their beer and their taste for craft brew is growing: How much do Hispanics spend on their favorite beers?

As appeared in La Prensa Houston on March 22, 2017.

As appeared on Yahoo! Finance on March 22, 2017.

Published in the April 2017 issue of Houstonia

Published in the April 2017 issue of Houstonia

As appeared on Yahoo! Finance on March 2, 2017.

Kick off the MLS season with fresh stats about Hispanic viewership.

Lopez Negrete Communications mentioned in a recent interview with Olivier François, the CMO of Fiat Chrysler and Campaign US about agency and client relationships.

Veronica Villafañe explains the difference between Superbowl ad rates in English vs. Spanish.

The big game means Hispanics watching and celebrating in big ways.

Lopez Negrete Communications appears in the 2016-17 Houston Business Journals Book of Lists as largest Houston-area advertising and marketing agency.

Holiday celebrations continue with the Día de Reyes tradition.

Ring in 2017 with these Latino New Year’s traditions.

The story of how Daddy Yankee’s music influenced one of the holiday commercials we created for Walmart, as told by Billboard’s talented Leila Cobo!

2016 holiday shopping is in full effect among Hispanics. Read the latest stats on their shopping behaviors.

The Latino vote is expanding in size and influence. Learn key statistics about this demographic’s voting behaviors ahead of the 2016 presidential election.

Lively celebrations honor the dead during the Día de los Muertos holiday, celebrated throughout Latin America. Learn more about the festivities and traditions.

The ANA launches a new group that will target multicultural marketing, named the Alliance for Inclusive and Multicultural Marketing, or AIMM.

Southern hospitality sets Houston apart from other big cities.

Fiat Chrysler Automobiles is launching a campaign for its Dodge Ram pickup geared toward the Hispanic audience.

Alex López Negrete speaks about his passion, vision and determination, and the agency’s history, for the cover story of Empresarios Latinos, 4th edition issue.

Alex Lopez Negrete has been helping businesses tap into the Latino community via advertising for more than 30 years.

Chrysler featured Mexican actor Gael Garcia Bernal strategically in four Spanish-language commercials for the Chrysler 200 and increased sales by 206%. Click on the image below to read the full case study.

Alex Lopez Negrete has been helping businesses tap into the Latino community via advertising for more than 30 years.

Relive the excitement of the Copa América Centenario semifinals by checking out what the U.S.A. was buzzing about, through social listening!

Relive the excitement of the Copa América Centenario semifinals by checking out what the U.S.A. was buzzing about, through social listening!

Relive the excitement of the Copa América Centenario group stage by checking out what the U.S.A. was buzzing about, through social listening!

May 26, 2016 Lopez Negrete Communications has become the total market agency of record for Lone Star College. The agency won this distinction during an open review process held by the institution that included a total of 29 agencies. Out of the proposals received from those 29 agencies, Lopez Negrete successfully impressed Lone Star College, […]

The Southwest Advertising Hall of Fame announced that the recipient of its annual “Governor’s Award” is ad agency Lopez Negrete Communications. Lopez Negrete is one of the top Hispanic agencies in the country and is based in Houston, Texas.

Several years ago, perhaps at a Speed Dating event or a networking Happy Hour somewhere in Los Angeles, guests were presented with a series of ice-breaker questions to help start the conversation. The question posed to me was, “What’s the one thing you own that you’ll never, ever get rid of?” Without hesitation, I responded, […]

The Recreational Boating and Fishing Foundation hosted a webinar on Monday, March 28 on “Reaching the Hispanic Community.” The webinar talked in detail about the demographic realities in the U.S., best practices for reaching this community and anecdotal evidence of its potential, based on the existing campaigns of organizations such as the South Carolina Department […]

Lopez Negrete Communications, Inc. earned 34 American Advertising Federation – Houston Chapter awards, including a “Best in Show” in the Broadcast category for their “De lo ordinario a lo extraordinario” campaign for Fiat Chrysler Automobiles’ 2015 Chrysler 200. This marks the thirteenth consecutive year that the agency has earned “Best in Show” honors. The winning […]

Fernando Osuna, CCO de Lopez Negrete Communications, explica a PRODU que el 2015 fue un año de crecimiento tanto en equipo como en negocios. “Hoy en día tenemos el mejor y más integrado equipo. Tenemos una cultura creativa enfocada en las ideas y tenemos la independencia y la estructura para crearlas. Estamos creciendo y ganando […]

(Liz Unamo). El fenómeno del ad blocking solo demuestra que siempre hay que estar en un proceso de evolución y adaptación. Así opina Fernando Osuna, CCO de Lopez Negrete, sobre el actual debate en la industria ante la demanda de los bloqueadores de publicidad. “El futuro está en la creación de contenido que sea relevante […]

National Museum of American History Adds Artifacts from Advertising Trailblazers.

As has been the case for many years, the growth of the Latino community in the United States is unstoppable. The most recent U.S. Census counted 55.4 million Latinos.

López Negrete Communications’ President, CEO and co-founder Alex López Negrete received the prestigious Ohtli Award, a recognition from the government of Mexico during a ceremony at this year’s United States Hispanic Chamber of Commerce convention in Houston.

Lopez Negrete encabeza el ranking de las 50 agencias con la mayor facturación en el mercado hispano de los Estados Unidos.

We invite you to meet some people who represent the Hispanic community from different positions, professions and perspectives in Houston.

“We’re proud to be recognized for this work at a time when we are focused more than ever on creative,” says Lopez Negrete VP Creative Director Vicent Llopis. “The wins illustrate the agency’s ability to create engaging, cutting-edge creative content for both traditional and digital spaces.”

Alex López Negrete, presidente, director general y cofundador de Lopez Negrete Communications, recibió el prestigioso Premio Ohtli, un reconocimiento de parte del gobierno de México, en una ceremonia que se llevó a cabo durante la convención nacional de la cámara de comercio hispana de los Estados Unidos (USHCC), en Houston.

Marketers continue to boost spending in the U.S. Hispanic media market, with 2014 advertising outlays growing by 12.0%, far ahead of the estimated 4.9% growth for overall U.S. major-media ad spending. As usual, Internet spending (up 18.3%) and TV (up 14.7%) fueled that growth.

Para Vicent Llopis, VP de Servicios Creativos de Lopez Negrete, quizás las conversaciones en vivo, como en los viejos tiempos, se volverán a poner de moda.

A recent video making the rounds features a Mexican-American at work on a construction job responding to questions about the work ethic of Latinos vis-a-vis recent comments by Donald Trump.

FCA (Fiat Chrysler Automobile), U.S.’s Dodge brand, is hoping to lift its potential in that market with a new campaign via Lopez Negrete Communications. It’s not exactly the Dodge Brothers.

Lopez Negrete Communications, Inc., won the 2015 Gold Advertising Research Federation (ARF) David Ogilvy Award in the Travel and Leisure category for its “Vamos a Pescar” campaign, created for client Recreational Boating & Fishing Foundation (RBFF).

Para celebrar el Mes de la Herencia Hispana, Verizon Communications recientemente presentó su campaña “Herencia del Mañana”.

On the eve of its 30th anniversary as a pioneer multicultural agency in the industry, its founder and president, Alex López Negrete shared with PRODU its balance of 2014.

En la víspera de su 30 aniversario como una de las agencia multiculturales pioneras en la industria, su fundador y presidente, Álex López Negrete compartió con PRODU su balance del año 2014.

Advertising professionals know the importance of appearances, so they understand the need to maintain top-notch social media profiles. Once you know the central concepts for what goes into a great presence for an advertiser, where will you find the content to share on your agency’s social channels?