Lopez Adds NationsBank Biz

Lopez Negrete Communications last week was awarded the consolidated Hispanic marketing account of longtime client NationsBank and its new acquisition, Barnett Bank of Jacksonville, Fla.
The budget was undisclosed, but should exceed the $3 million in billings the account was worth at Lopez Negrete prior to the merger. The review involved a strategic presentation duel between Lopez Negrete of Houston and Barnett in-cumbent IAC Advertising in Miami.
Agency president and owner Alex Lopez Negrete said the Charlotte, N.C.-based client is still working through operational issues on bringing the 600 Barnett banks in Florida and Georgia into its fold of 3,000-plus branches. The $15 billion deal was completed earlier this year.
Negrete said his agency will continue Hispanic creative and media for NationsBank. Radio, television, print, outdoor and direct response will remain targeted at Hispanics in Texas, New Mexico, Florida and Washington, D.C., he said.
According to Negrete, the agency’s assignments are currently unaffected by the proposed merger of NationsBank with San Francisco’s Bank of America. The former plans to eventually adopt BoA’s BankAmerica brand when that $60 billion merger is completed at the end of the year.
Bank of America’s Hispanic advertising agency is The Bravo Group in San Francisco.
Lopez Negrete’s account win coincided with last week’s meeting of the Hispanic Association of Corporate Responsibility in Miami. A NationsBank official told conference attendees that the Hispanic consumer will remain a key target of that institution’s business. Gene Taylor, president of NationsBank-Florida, said the NationsBank and Bank of America merger will result in a new entity with access to 20 million Hispanics, or 74 percent of the U.S. Latino population, in 22 states.