Lopez Negrete Communications selected as Hispanic AOR for Kraft Foods’ Maxwell House.

Lopez Negrete Communications, Inc. announces marketing initiatives for Maxwell House.
 
“Having been chosen as the Hispanic Agency of Record for Maxwell House is testament to the faith Kraft Foods continues to place in us as a marketing parent able to provide sound, strategic counsel, as well as breakthrough creative. This is something we are extraordinarily proud of and excited about,” said President, Chief Executive Officer and Chief Creative Officer Alex López Negrete. “Our extensive experience in marketing consumer packaged goods to Latinos, along with our unique, strategically sound, go-to-market strategy and Latinos’ strong coffee culture sets the stage for us to bring exciting programs for yet another one of America’s great brands, Maxwell House.”
 
Agency services rendered will include brand leadership, strategic planning, business analytics, and creative development. Maxwell House joins Kraft Singles, Kraft Mayonnaise, and Ritz Crackers on Lopez Negrete Communications’ client roster of Kraft Foods brands.
 
“We are delighted about this win, for a variety of reasons,” said Executive Group Account Director Randy Stockdale. “We effectively defined the go-to-market strategy through our own Strategic Business Planning process, which has Business Analytics and Consumer Insights at its core. This is a very competitive segment with some very established players, but Maxwell House is well positioned to experience strong growth through focus and differentiation in the months to come.”
 
The Lopez Negrete team handling the brand will be composed of Randy Stockdale, executive group account director; Patricia Burgos, group account director; Miguel Moreno, executive creative director; Iliana Escalona and Fernando Sabah, creative directors; Ed Cantú, executive director, strategic planning; Gerry Loredo, director of business analytics; and Dannely Flores, senior account planner.