Lopez Negrete Wins Shell’s Hispanic Account

DALLAS Lopez Negrete Communications has been awarded the Hispanic advertising account of Shell Oil Products U.S., the agency said.

The Houston-based shop, which won the Hispanic account following a national review against undisclosed contenders, has worked with Shell and the client’s general-market agency, J. Walter Thompson of Houston, on a project basis for the last two years.

The shop has been charged with positioning Shell as a leading oil and gas brand among Latinos. Marketing initiatives will include new product launches, gasoline advertising and promotions. The first campaign is set to launch next month, the agency said.

“I look forward to strengthening our relationship with Shell and producing compelling work that will support Shell’s efforts to reach out to the Hispanic market,” said Alex Lopez Negrete, agency president and chief creative officer.

Shell Oil Products U.S., a subsidiary of Shell Oil Company, has a network of nearly 13,000 Shell-branded stations across the country. The company’s overall ad expenditures totaled $149 million last year, according to Nielsen Monitor-Plus.