Lopez Negrete Proves BofA’s Exception

DALLAS Lopez Negrete has survived a challenge to its Bank of America minority-marketing business.

The Houston-based independent shop faced the possibility of losing its portion of the client’s $170 million account when Interpublic Group won a holding company shootout against Omnicom Group for the bank’s business in October.

IPG’s Bozell, the incumbent on the consumer- and affluent-market account, retained general-advertising duties in the review. Below-the-line and nontraditional duties seemed likely to be distributed among its siblings that participated in the pitch. Those shops included Siboney USA of Miami and Southfield, Mich.-based multicultural agency GlobalHue.

BofA representative Brad Russell said shortly after the review ended that “it is going to be the exception, rather than the rule for creative work to be outside of IPG.”

Russell now says that Lopez Negrete’s assignments “will not contract,” though he would not say whether GlobalHue or Siboney would also work on pieces of the Charlotte, N.C.-based bank’s Hispanic business.

“The work that we’ve seen from Lopez Negrete has been outstanding. Our CMO Catherine Bessant said [following the review] that we would look at the capabilities of each of our individual agencies and if there was a capability that was unmatched anywhere else, we would retain that agency,” Russell said. “That was the case.”

Lopez Negrete could not be reached for comment.