López Negrete Making Tortillas.

López Negrete Communications has been named the agency of record for Azteca Milling LP, effective January 2004. Maseca and Masa – Mixta are both brands of Azteca Milling a subsidiary of Gruma Corporation.

“Corn masa is more than a food staple to Hispanics. It inspires cultural and emotional ties that go back centuries to our indigenous roots. We’re excited about the opportunity to do powerful and innovative work with a product that resonates so strongly with our consumer,” said Alex López Negrete, president and chief creative officer of Lopez Negrete Communications. “The Maseca brand is the uncontested leader in this category and our track record and ability for applying consumer insights to marketing and communications campaigns and results-oriented, creative capabilities will help cement our relationship for years to-come.”

Azteca Milling, LP went through an extensive agency review process with some of the nation’s leading Hispanic agencies vying for the account. Lopez Negrete Communications work will constitute fully integrated marketing, communications and public relations.

“The agency’s interest, passion, and overall strengths in areas such as creativity, strategic thinking, and market insights were the deciding factors that made Lopez Negrete our agency of choice. We trust that this partnership will allow us to grow together and bring us much mutually beneficial success,” said Alberto Gonzalez, Azteca’s marketing director.