Lopez Negrete has formed a direct marketing department to service existing and prospective clients. The department offers a full range of services, including direct mail, direct broadcast, telemarketing, digital and alternative media.
“The direct marketing department was created to meet a growing demand for direct marketing aimed at the Hispanic segment,” said Alex López Negrete, president and CEO. “Direct marketing to Hispanics is a discipline that is in its infancy, but is growing at a highly accelerated pace. There are few agencies that do it at all, let alone well. Over the years our agency has earned a reputation in the industry for providing clients with strong brand stewardship, strategic and insightful creative, and effective and efficient media buying. Now I am pleased to say that we can offer these same qualities in the discipline of direct marketing.”
In a recent study by the Direct Marketing Association, the majority of Hispanics, 55%, receive six or more pieces of advertising mail per week, with close to 30% receiving between six and 10 pieces. Additionally, two recent surveys by Dimension/Draft and Data Research Group indicate 66 percent of Hispanics say they always open and read their advertising mail, and 39 percent say they want to receive more.
Advertising veteran Harrison Douglas Kline is leading the department. Kline gained his experience and appreciation for direct marketing at Wunderman New York. Prior to that, Kline worked as a copywriter/creative director for several New York agencies, including NW Ayer, McCann-Erickson and Grey, before joining Lopez Negrete in 2003. “Direct marketing was my first love and being on the ground floor of direct marketing to the Hispanic community is especially exciting. After all, this is a market of 43 million people with a purchasing power approaching $1 trillion. This same audience prefers more direct advertising communications and is notoriously loyal to brands. That's a direct marketer's dream,” says Kline.
Also joining the department as senior art director is Mimi Boneta. Mimi has nearly 18 years of experience in graphic design, both from the agency and freelance arenas, and specializes in print design.
“The vision statement at Lopez Negrete emphasizes bridging the gap between corporate America and the Hispanic consumer with communications that empower each of them to achieve their goals,” says Negrete. “Because we are so passionate about the Hispanic consumer we aim to turn consumers into lifetime customers and brand advocates, and that, of course, is what direct marketing is all about. It's another quiver in the marketing bow, an important service we can offer current and prospective clients.”
CEOs and CMOs throughout the country are seeking more accountability from their advertising dollars. Direct marketing offers the ability to more clearly define target audiences and customer sub-segments, optimize offers, and provide measurable results and a more accurate platform on which to base future budgets.