Lopez Negrete Launches Interactive Marketing Department.

Lopez Negrete has announced the formation of a fully integrated Interactive Marketing Department. The group will be headed up by Moses Robles, formerly of Beyond Interactive, Inc.

“Moses brings an incomparable combination of Interactive Marketing experience, research and media expertise, and forward-thinking web-based strategies to our business,” said Alex López Negrete, President, CEO and Chief Creative Officer. “Moses was a true pioneer of this powerful medium back in the ‘90s. Now, his leadership will help make Lopez Negrete a pioneer of Interactive Marketing to the Hispanic market. The Interactive component of our business will add enormous value to our clients’ marketing programs.”

“Simply put, we will develop media strategies, media plans and creative executions, all designed specifically for online applications,” Robles added. “We’re going to help our clients continue to grow their business via the Internet by efficiently and effectively reaching their Hispanic customers who are already online.”

“Clearly, our proven ability to creatively connect to the Hispanic community with relevance and cultural understanding will be as important as ever when applied to our Hispanic Interactive Marketing initiatives,” said López Negrete. “We’ll be giving our clients a powerful Hispanic presence in one of the most dynamic and exciting marketplaces in history . . . the World Wide Web.

“Interactive Marketing is uniquely accountable and targetable,” added the bilingual Robles. “We can see results in real time and respond immediately. If we feel the need to change creative or messages on the fly, we can turn it around instantly. We can even change or expand our market coverage any time. Web-based advertising’s measurability and flexibility is really without peer. And in today’s highly connected world, web-based advertising will play an increasingly important role in the media mix.”