Whether launching a Walmart scholarship program or encouraging Latino youths to “live life to the 23rd” with Dr Pepper, Lopez Negrete Communications helps brands build profitable and measurable relationships.
“We develop big ideas that can be activated across all channels,” says Alex López Negrete, president, CEO and chief creative officer of the 25-year-old agency he founded with wife Cathy, the CFO. “We are the Swiss army knife our clients need to survive in this dense, complicated forest.”
For Dr Pepper Snapple Group, Lopez Negrete Communications uses all channels, including event marketing, experiential, as well as online, mobile and traditional media to reach Hispanic consumers. Similar cross-platform and channel agnostic strategies have paid off for clients from Walmart to NBC Universal Pictures Group and Bank of America, using everything from in-store television, ATMs or alternative media.
“The evolution of the media marketplace continues to create great opportunities for brands truly commited to reaching the growing and increasingly diverse and wired Latino consumer,” says López Negrete, who grew up in Mexico City and Houston.
Noting that the firm has been Bank of America's Hispanic agency since 1993 and Walmart's since 1995, he explains, “Our vision of building integrated communications platforms is one reason we have great long-term accounts. It's not about the next campaign-it's about creating a lasting relationship between the brands we represent and the Latino consumer in a profitable, measurable manner.”
You could say Lopez Negrete Communications has grown up with its clients through the years. The 170-person agency has a robust creative team, strategic planning unit, deep research capabilities, a full digital department, a promotions and events marketing group, public and community relations, a music and content development team and a new CRM/DM business unit that will help build customer-centric strategies and data management plans.
“We moved into CRM and direct marketing because many clients want to maximize the value of their now mature databases,” López Negrete says. “Of course, customer acquisition is still very much on the table, but clients today want to maximize the customer relationships they already have.”
One of the agency's strengths is its integrated approach to strategic planning. This uses a four-pronged system that features a business analytics team dedicated to identifying the best Hispanic target segment and to accurately quantifying the opportunity for clients. Account planning and insights mining play a key role in helping identify powerful, relevant actionable consumer insights that will ignite the creative strategies. Research and validation make sure that assumptions in the account planning and insights mining stages are validated and dimensionalized.
“We like to lock elbows with our client's research units, and we have the capability and talent to do so credibly,” he adds. Last, the strategic planning process features the channel planning stage. “This is a key point today because Latino consumers no longer rely simply on TV, radio and outdoor media. Hispanics are consuming media in a wildly intermittent way,” he says. “We need to reach them at the right moment and with the right vehicle. Therefore, having channel planning embedded in the strategic process helps you paint a complete picture.”
Today, business analytics is more important to brands than ever. “When times get tough, many marketers are asked to justify the multicultural spend. By helping clients understand just what the Hispanic market means in terms of share, sales and future growth, the conversation changes,” says López Negrete. “Our team is proficient at digging into the data and demonstrating the returns from this key market segment. Bottom line, today's clients need and expect a Hispanic agency that does more than just provide powerful, relevant creative. They need their agency to be equipped to understand their consumer, prepared to live their business and ready to address their bottom-line priorities.”
Lopez Negrete Communications is an independent full-service agency providing integrated national marketing and communications services. Headquartered in Houston with an office in Los Angeles, the company's billings for 2009 were estimated at $164 million by Hispanic Business.
Since 1985, Lopez Negrete has offered a full range of advertising, marketing and public relations services to industry leaders, including Bank of America, Walmart Stores, MillerCoors (Miller Lite), Kraft Foods (Kraft Singles, Kraft Mayonnaise and Ritz Crackers), NBC Universal Motion Pictures Group, Dr Pepper Snapple Group, Sonic Drive-Ins, Guerrero Mexican Foods, Azteca Milling L.P., Reliant Energy and Tyson Foods. For more information, see www.lopeznegrete.com