Lopez Negrete Communications raises the Digital Bar.

Lopez Negrete Communications, Inc. (LNC) announced two executive appointments: Executive Director of Digital Marketing Leonardo Basterra and Creative Director Joaquin Lira.
 
“The successful Hispanic agency of the future is the one who is able to facilitate a successful conversation between the brands it represents and the Hispanic consumer, regardless of level of acculturation, country of origin, age or lifestyle, as all things digital play a starring role in that relationship,” said President, Chief Executive Officer and Chief Creative Officer Alex López Negrete. “Without doubt, the addition of Leonardo and Joaquin’s leadership and talent to our digital marketing services unit put us ahead of the curve in delivering on that promise to our clients.”
 
Basterra, a 12-year veteran of Hispanic marketing, will lead a seasoned team of programmers and developers. His expertise resides in digital marketing, insights and analytics, and go-to-market strategy, having worked with the Sony, Coca- Cola and Universal Music brands prior to joining Lopez Negrete.
 
“As part of our transformation to elevate our ability to deliver for our clients as a fully “connected” agency, we will continue to move swiftly and boldly,” Basterra says. “Consumer behaviors and habits toward brands are evolving as fast as technology allows them to. Therefore, we have to continually evolve our thinking to transform and create relevant consumer experiences. The challenge is huge but the excitement and drive are bigger.”
 
Lira has more than 15 years of agency and executive U.S. and international experience bringing a modern and multifaceted approach to the digital department at LNC.  He has led strategic marketing and creative teams for clients such as Microsoft, Hewlett-Packard, Miller Lite, Southwest Airlines, and 7-Eleven.
 
“There is such positive energy and desire to do great work at Lopez Negrete,” says Lira. “Today’s creative process begins internally, between departments, between teams, with the client, and then is extended to the general public as an active participant in the conversation. We are living in a period of fluidity of communication, beyond anything we have ever experienced before. How exciting to be a part of it!”