Putting a Latino Face on Reliant

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Lopez Negrete Communications is introducing “Beto,” a friendly, helpful character as the face of Reliant Energy for the Latino consumer.

The Houston shop’s first work for the utility—three 30-second television spots—will run in Texas markets through November.

The ads, part of a print, radio and broadcast/cable TV outreach, are designed to both retain and attract customers to Houston-based Reliant as deregulation opens up Texas to competition.

Annual billings on the account are expected to exceed $1 million, according to sources.

“Reliant was looking for an agency that understands the Hispanic consumer,” said agency chief executive officer Alex Lopez Negrete.







AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in