Nielsen assigns Hispanic PR responsibilities to Lopez Negrete Communications.

Lopez Negrete Communications, the second largest independently owned and operated Hispanic marketing agency in the country, has been chosen to steward a public relations brand awareness campaign for Nielsen.

We stated incorrectly yesterday that Lopez negrete Communications was the Hispanic AOR, an assignment that has been assigned to California based Anita Santiago Advertising.

The new PR campaign will focus on brand awareness of the company’s measurement services and technology, including an introduction to the Local People Meter (LPM) in the Hispanic community. The People Meter is an advanced electronic device that measures viewing behavior in real time of who is watching what programs as well as recorded programs made on digital video recorders (DVRs) and other advanced technology platforms.

The campaign will also target community based organizations and Latino leadership in the Houston market. In addition, Nielsen will participate in several local events in the Latino community. The goal is to educate and inform Hispanic consumers about the LPM, how it works and why Hispanics should want to be included in the measurement of television viewing.

“The Nielsen Company continues to actively reach out to the multicultural community,” said Monica Gil, Vice President of Communications and Public Affairs for Nielsen. “Lopez Negrete has a strong strategic presence in the Hispanic sector and an obvious choice to support us in our efforts to inform and engage Hispanic families.”

LPMs are currently used in ten of the top Designated Market Areas (DMAs) to provide detailed information about local viewing trends. Nielsen will expand LPM services to the next 15 largest markets by 2013. Rollouts are currently taking place in Houston, Seattle and Tampa and will be fully launched on October 4th of this year.

The Lopez Negrete team assigned to the account is Trey Velasco, promotions director; Pio del Castillo and Michael Vogel, account supervisors; Remo Mazzini, promotions field manager; Randolph Gonzales, account executive; and Martha Villagomez, account coordinator.