Lopez Negrete Celebrates 20 Años Of Hispanic Advertising Service.

Lopez Negrete Communications celebrated its 20-year anniversary on November 4, 2005. The company’s success in media, advertising, direct mail, interactive marketing and public relations exemplifies its unmatched ability to recognize and respond to the growing needs of the Hispanic community and to assist major marketers in reaching out to this increasingly powerful constituency.

As the second largest independently owned Hispanic marketing agency in the nation, Lopez Negrete has always embodied its mission of being a creative partner with an unparalleled understanding of the Hispanic consumer. As the Hispanic population continues to experience tremendous growth, the company is proud to be a pioneer in the industry, representing multimillion-dollar clients such as Wal-Mart Stores, Visa USA, Tyson Foods and Bank of America, among others, through national and regional campaigns.

Alex López Negrete, co-founder and president of Lopez Negrete Communications, has always emphasized the significance of Hispanic buying power. Based on this, at the age of 26, Alex and his wife Cathy founded the firm. Although a far cry from their current communications company, Third Coast Marketing would be the beginning of what would later be named Lopez Negrete Communications.

When the company began in 1985, the face of marketing largely reflected only one side of American culture. The López Negretes believed and invested in the worth of what many considered the silent minority. Alex reminisces on this time in his company’s history stating, “I knew that Hispanics required and deserved a marketing group that not only understood their community but possessed an avid desire to meet their needs.” This understanding led Alex and Cathy to open an office in a small yellow house in West University, a neighborhood in Houston, Texas.

That small house would become the outlet of an unprecedented dual marketing venture that would soon secure longstanding contracts with the Houston Metropolitan Transit Authority and Fiesta Marts. These two accounts symbolized enormous personal strides for Alex and Cathy because instead of surrendering to the marginalized standards of what constituted a marketing group, they leveraged themselves as industry leaders. The Metropolitan Transit Authority and Fiesta Marts were only the beginning of Lopez Negrete Communications’ infinite possibilities. The agency continued growing and in 1993 they positioned themselves to pitch a major account. Alex frequently refers to this account as one of the company’s biggest breaks. He states, “Every agency of note pitched the NationsBank account, and we pitched it fearlessly. We went after it with such passion. There were only about 12 of us at the time. When they came down to our house, I think they saw that. We were clearly the underdog.”

Alex even remembers the phone call announcing that Lopez Negrete won the account. He retells with such emotion that while on the phone with the bank he typed on his computer, “Everything changes now!” He has never forgotten that moment and, in retrospect, his statement was a true indication of the road that Lopez Negrete would soon take. By providing exceptional marketing and advertising to NationsBank, the company managed to survive several mergers and acquisitions, and now Lopez Negrete Communications still serves that original acquisition through its new nameplate, Bank of America.

Throughout the years, Lopez Negrete has seen many accomplishments, including numerous awards and the attainment of large accounts such as Wal-Mart in 1995, Visa USA in 1999, Tyson Foods in 2000, Reliant Energy in 2001, Sonic Drive-ins in 2002, Microsoft in 2003 and the Houston Astros in 2005. The overall growth of the agency is directly tied to the growth of the Hispanic population in the United States. As the Hispanic market continued to grow, Hispanic relevance became a priority for corporate leaders. No longer could corporate America ignore the Hispanic buying power which has reached $686 billion and is expected to grow to $1 trillion by the year 2008. Finally, the foundation that Alex and Cathy built Lopez Negrete Communications on was becoming significant and the company’s growth mirrored this change.

Lopez Negrete Communications has also experienced an enormous increase in its size, growing 325 percent since 2000, with current billings totaling approximately $137.5 million and more than 120 employees. In 2004, the company purchased the historic 80,000 square foot Jefferson Chemical Building near downtown Houston. Alex truly believes that these accomplishments are directly tied to the 20 years of hard work and dedication that his network of employees, family and constituents have devoted to the company. For the past 20 years, Lopez Negrete’s vision has been to bridge the gap between Corporate America and the Hispanic consumer with communications that empower each of them to achieve their goals. The company is committed to this vision and continuing this tradition for years to come. Lopez Negrete Communications not only represents 20 years of success in business but truly stands as an indication of passion at work.