Microsoft Selects GlobalHue & Lopez Negrete For Ethnic Ad Initiatives.

Microsoft Corp. announced the selection of two firms, GlobalHue and Lopez Negrete, to handle the creative development of the company’s ethnic advertising campaigns. Under the terms of their agreements, GlobalHue, part of the Interpublic Group of Companies, will be responsible for developing Microsoft’s African American advertising, and Lopez Negrete will create the company’s U.S. Hispanic advertising. Both firms will work alongside McCann-Erickson WorldGroup, the company’s general market agency of record and also part of the Interpublic Group of Companies, to ensure integration of Microsoft’s ethnic and general market advertising campaigns.

Microsoft selected the two new agencies after surveying an initial roster of more than 30 firms and conducting a series of invitation-only agency presentations with the 12 that qualified. The agencies were asked to complete a creative assignment, which was then presented to an evaluation committee in Redmond. GlobalHue and Lopez Negrete were chosen based on their demonstrated understanding of the ethnic audiences they serve and their ability to translate that understanding into strategic, creative advertising.

“Microsoft is committed to developing a strong technology partnership with the African American and the U.S. Hispanic communities,” said Gayle Cruise, manager of Diversity Marketing and Communications at Microsoft. “We’re very excited about the opportunity to work with GlobalHue and Lopez Negrete, because both agencies have a strong track record of incorporating strategic insights into an advertising campaign, and we believe that work will help us maintain and extend our relationships with both audiences.”

GlobalHue’s Miami office will be charged with the management of the creative development for Microsoft’s African American campaigns. “African American small businesses are growing at a rapid rate but face unique challenges. GlobalHue looks forward to our relationship with Microsoft to help knock down barriers and enable these businesses to reach their full
potential,” said Don Coleman, CEO of GlobalHue.

Houston-based Lopez Negrete will lead creative development for the U.S. Hispanic efforts. “We’re very proud and excited to have been selected by Microsoft for this assignment. Clearly, to have a brand like Microsoft on the roster is tremendous, but also, as an independent, Hispanic-owned agency, it is wonderful to work for a client that is equally committed to serving the community,” said Alex Lopez, president and CEO of Lopez Negrete.