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Lopez Negrete

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What: Lopez Negrete Communications has just opened a new office in New York City.
Why is it important: By addressing Latino culture and needs, the advertising industry may embrace a wider marketing scope and expand its possibilities in every platform.

Lopez Negrete Communications Inc., a Hispanic owned and operated full-service agency specializing in Hispanic marketing, has opened a new East Coast office in New York City, to support its solid growth in the United States. The new East Coast office is located at 747 Third Avenue at the corner of 47th Avenue in Manhattan. Originally headquartered in Houston, Texas, the agency also operates offices in Los Angeles, and was recently named Verizon Wireless’ Hispanic agency of record.

Lopez Negrete Communications, Inc. is renowned as one of the pioneering agencies targeting the U.S. Hispanic market. It was founded in 1985 by husband and wife business partners Alex and Cathy López Negrete, and it has always focused on narrowing the gap between corporate America and the Hispanic consumer through communications that empower each to achieve their goals.

“Staying in touch with our clients and our community has always been the hallmark of our agency,” says Alex López Negrete, CEO and president of Lopez Negrete Communications. “It is also a game of scale and access. By having full-service offices in each coast, our organization has the ability and resources to deliver a tangible advantage for both clients and consumers, both of which are now working and communicating in a real-time environment.”

“Latinos are the culture and strength that drive a substancial part of this country’s growth, and never before had this reality been more true for our society and our business sector than now,” adds Cathy López Negrete, EVP, CFO, COO. “We are also committed to providing the most innovative and integrated multi-channel Hispanic marketing efforts in the industry by hiring the most remarkable bicultural talent out there. After all, our multifaceted, bicultural work family is the secret ‘salsa’ to our success.”

Source: Lopez Negrete Communications Inc., press release.

T-Mobile just announced an expansion of its newly acquired Metro PCS to 15 markets, some of them heavily populated by Hispanics in Texas and California. AT&T recently acquired Leap Wireless (Cricket) and will strengthen and expand the Cricket brand. These wireless subscriber acquisition wars bode well for increased Hispanic Advertising expenditures. The wireless category is already among the top categories in Hispanic marketing.

T-MobileThe “wars” between wireless carriers to acquire subscribers are intensifying. T-Mobile bought Metro PCS back in May. Metro is becoming a prepaid arm for the newly minted T-Mobile US (though it still offers prepaid under the T-Mobile brand), much like Virgin Mobile and Boost Mobile serve as Sprint’s prepaid
T-Moblie just announced  that it will expand Metro PCS footprint into 15 regions where it has never offered service before.

  • Baltimore, MD
  • Birmingham, Ala.
  • Cleveland and Akron, Ohio
  • Corpus Christi, Texas
  • Fresno, Calif.
  • Houston, Texas
  • Memphis, Tenn.
  • New Orleans, LA
  • Rio Grande Valley, Texas
  • San Antonio and Austin, Texas
  • San Diego, Calif.
  • Seattle and Tacoma, Wash.
  • Tallahassee, Fla.
  • Toledo and Sandusky, Ohio
  • Washington, DC

Of the above cited regions, several are heavily Hispanic particularly four regions in Texas  and the two markets in  California. UPDATED: Conill is T-Mobile’s media buying and planning agency. It is not clear yet whether it will also will take over the Metro PCS business.

AT&T Leap Wireless

In July AT&T acquired Leap Wireless (the owner of the Cricket  brand). As part of the deal, AT&T will be acquiring all of Leap’s towers, stores, and all 5.3 million of their subscribers, increasing AT&T’s subscriber count  from 107 million subscribers to 112 — still just behind Verizon in the battle for the biggest US carrier.

This gets us into those Leap markets now, arriving months in advance of AT&T,” MetroPCS Chief Operating Officer Tom Keys, told Bloomberg.

How the Wireless Subscriber Acquisition Wars impact Hispanic Advertising

Marketer/Media Agency

2012 Hispanic Advertising Expenditures (in US $ Millions)

Place in Overall Hispanic Advertiser Ranking

1. T-Mobile (Conill)

109.8

3

2. Verizon Communications (Zenith-Multicultural)

93.7

5

3. AT&T (GroupM-MediaCom)

92.5

6

4. Sprint (Digitas)

71.1

15

Source: Kantar Media and Portada

 T-Mobile was the third largest advertiser in the Hispanic market in 2012 with a US$ 110 million, according to Kantar Media. AT&T was the sixth largest with US$ 92.5 million in advertising expenditure. (Other Wireless market players include Verizon Communications on the fifth place (US$ 93.7 million)  and Sprint (US$ 71.1 million) on fifteenth place.

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Costa Mesa, Calif.-based Casanova-Pendrill has landed the Hispanic advertising business of Miller Lite.  The news, first reported by Advertising Age, comes after a review that took several months. Prior to Casanova-Pendrill, the Miller Lite account was handled by Houston-based Lopez Negrete Communications.

Casanova Pendrill, which is part of Interpublic Group’s McCann Worldgroup network, ranks as the 16th-largest U.S. Hispanic ad agency and works with clients including General Mills, Ad Council, Nestlé, TurboTax and U.S. Army among others.

Professional Sports Partners (PSP), a newly formed sports marketing company, opened its doors with the goal of maximizing brands’ status and clients’ investment by utilizing the enthusiasm, excitement and energy associated with sports and their loyal fan bases. The new sports-oriented agency will bring top-notch talent to the court following the ignition of a partnership with between Jason Kohl and Cathy and Alex López Negrete of Lopez Negrete Communications.

PSP and Lopez Negrete Communications will work hand-in-hand to deliver best-in-class marketing solutions. Jason Kohll, Professional Sports Partners CEO, was  most recently, VP  of Corporate Development for the Houston Rockets where, among other major contributions, he managed key marketing relationships throughout Asia during Yao Ming’s career. Prior to joining the Houston Rockets, Kohll worked with the St. Louis Cardinals focusing on business development. He has created and executed successful partnerships with brands including Red Bull, BBVA Compass Bank, Continental Airlines, Cricket Wireless, and McDonald’s.

Professional Sports Partners joins the group of companies affiliated with Lopez Negrete Communications, which include ZapBoomBang, a state-of-the-art audio and video production and post-production facility; Tippit & Moo, a creative ad agency geared to be fast, flexible and equipped to reach consumers in English and Spanish; Lightning Strikes Entertainment, specializing in content development, reality TV and product placement; and Lopez Negrete Communications West, with close ties to the sports and entertainment industries.

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