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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.
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