Robles Leads Interactive at Lopez Negrete

DALLAS Hispanic agency Lopez Negrete Communications has hired a director for its newly formed interactive marketing department, the shop said.

In an effort to reach more Hispanic consumers online, the Houston independent agency has recruited Moses Robles, formerly of Beyond Interactive.

“Moses brings an incomparable combination of interactive marketing experience, research and media expertise, and forward-thinking Web-based strategies to our business,” said agency president Alex Lopez Negrete. “The interactive component of our business will add enormous value to our clients’ marketing programs.”

According to the third annual AOL/Roper Hispanic Cyberstudy, 63 percent of U.S. Hispanics use the Internet to make final decisions about brands versus 52 percent of the general online population. In addition, survey respondents said they would spend additional time online if more Spanish-language content were available.

“Simply put, we will develop media strategies, media plans and creative executions, all designed specifically for online applications,” Robles said. “And since interactive marketing is uniquely accountable and targetable, we can see results in real time and respond immediately.”

LNC’s clients include Wal-Mart, Tyson Foods, Bank of America, Geico Direct, Visa, Azteca Milling, Microsoft and Reliant Energy, among others.