López Negrete Adds To Creative Fold.

López Negrete continues with its plans to aggressively grow the agency’s creative team with the addition of Iñaki Escudero as senior copywriter. Escudero joins the agency from Dieste & Partners where he worked as copywriter for the last four years.

“Iñaki brings a passionate attitude and incredible high level of energy that is exciting and very compatible with our agency’s culture,” said Alex López Negrete, President, Chief Executive Officer and Chief Creative Officer of the 16-year-old, Houston-based agency. “Most importantly, Iñaki is a strategic thinker who is not afraid to break stereotypes.”

Escudero, originally from Madrid, arrived in New York in 1990 to learn about the American Dream. He studied film at New School for Design and The New York University. After five years, he moved to Texas and decided his film, writing and psychology training would be best utilized in the advertising field.

At López Negrete, Escudero will work on most of the agency’s accounts including Bank of America, Visa U.S.A., Wal-Mart, Tyson Foods and Goya Foods as well as others.

At his previous agency Escudero worked on accounts including Taco Bell, Pizza Hut, Radio Shack, Tabasco, and Frito Lay.

“Iñaki doesn’t underestimate the intelligence of the Hispanic viewer, listener or reader. He is a good ad man and I’m proud to have him as part of our family,” added López Negrete.

Escudero earned a Psychology degree from Universidad Complutense de Madrid. He has awards from the New York Ad Festival Grand Prix, the London Advertising Festival and Se Habla Español.