Rosa Serrano joins Lopez Negrete Communications.

Lopez Negrete Communications announced the addition of Rosa Serrano as Director of Media Planning and Buying. Day-to-day duties will include overseeing the planning and buying team in Houston, and developing strategic media solutions for clients Reliant Energy, Tyson Foods, Sonic Drive-Ins, Mission Foods and Maseca.

“Rosa is a recognized industry all-star and comes to the agency with a wealth of experience and leadership,” said Alex López Negrete, president and CEO of Lopez Negrete Communications. “She has been responsible for the successful launch of many advertisers into multicultural markets during her 27 years in the industry. We have always been proud of the fact that our media team is comprised of professionals who don’t buy by the numbers but truly understand and consume the very media and programming we recommend to our clients. Rosa fits right into that mold. We are delighted to have a force such as Rosa join the Lopez Negrete familia.”

Prior to joining Lopez Negrete, Rosa was senior vice president and group account director at Initiative where she led all multicultural media planning, buying and account service for a variety of accounts.