Selling It Latin Style

In a nutshell, what does your company, Lopez Negrete, do?
I wish I could give an in-a-nutshell answer.

Here’s the long version – enjoy. Over the course of the past 21 years, how we’ve done our work has shaped the unique and distinctive company that we have become. Who we are and how we’re built is what bonds us to each other and to our community. These are the very things that have earned us our reputation as unparalleled – and that’s what our clients look for in their Hispanic agency. It starts with our Vision and Mission statements:

Vision. To bridge the gap between corporate America and the Hispanic consumer with communications that empower each of them to achieve their goals.

Mission. To be the visionary partner that has an unparalleled understanding of the Hispanic consumer.

Yes, these are simple statements and very powerful because they are our primary points of differentiation. They are our reason for being. They are the reason for our continued success in serving a broad range of clients. They reflect the importance we place on serving not only our clients and their stakeholders, but our community as well. We do not believe that these entities, or their goals, should be mutually exclusive.

They reconfirm the responsibility that we realize is placed upon us to consistently possess the latest, deepest, most relevant and applicable understanding of the Hispanic consumer and the many subsets represented We understand that we are the key and the door for our clients’ establishing a profitable relationship with the Hispanic consumer. They embody our core belief that good Hispanic marketing is not about advertising alone. This is why we would rather think of ourselves as a fully integrated Hispanic marketing communications agency, rather than just an Hispanic agency. They resonate with our absolute passion for being an independent, Hispanicowned, Hispanic-operated agency.

In short, we are passionate. About being Hispanic. About our independence. About our community. And about the success of our clients in finding their place in the hearts and minds of the Hispanic consumer.

At Lopez Negrete, we believe in having as much control over our destiny as this crazy business will allow. This is one of the reasons that we choose to remain Hispanic-owned, Hispanic-operated, and independently owned. Our ability to make important decisions regarding resource  allocation, infrastructure development, recruitment and account selection, and management is tied to this independence. Our current clients have found that our independent status makes for very welcome clarity, objectivity, and transparency.

Additionally, to date, we have always been able to compete and win against even the largest of agencies, particularly those owned by holding companies. We have the size, the financial resources, the infrastructure and the experience to compete at any level. This, in addition to the pride which is constantly fueled by our independence, has made us a very tough competitor.

“Choose your horse and ride it well,” we say.

For the reasons cited above, 21 years after opening our doors, we do not see a need for our focus and purpose to waver. Simply put, from its very beginnings, Lopez Negrete has been decisive, clear, and steadfast in its intent and purpose of being an Hispanic marketing agency.

Please notice our choice of words: Hispanic marketing agency. Not advertising agency. What this means is that we believe that marketing to Hispanics requires more than advertising; rather, it demands the full and integrated use of all communications and marketing disciplines in addition to and beyond advertising, public relations, community relations, promotions, interactive marketing, direct mail/direct response and beyond.