Page 7 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
A WORLD OF MOVEMENT
A conversation with López Negrete Communications President/CEO Alex López Negrete
Movement. That’s a word that may be perfectly emblematic of how today’s multicultural and Hispanic specialty shop leader skillfully manages their day-to-day duties — and their business.
Houston-based Alex López Negrete is as active as ever. His conversation with Hispanic Market Overview was rescheduled twice to accommodate an always-evolving priority list, and client needs.
Perhaps that is a good thing. Or, it’s simply Alex being Alex.
“Yes, I am busy,” he says. “But you know me – I like to stay that way, and I always believe that you happen into the business or the business is going to happen into you.”
That said, “exciting things” are happening at López Negrete Communications.
“This agency is blessed with having this extraordinary legacy client called Walmart, which takes Multicultural and Hispanic marketing very, very seriously,” Alex notes. “They made a commitment to
be always on. They believe in consistency, so when they chose to go after this consumer [the Hispanic consumer] they tore off the rear-view mirror and glued the foot to the floor board.”
In fact, Alex adds, “Hispanic marketing is embedded in everything” at Walmart, with SVP/CMO Tony Rogers “staying true to his word and never backing off.”
With the 2018 FIFA World Cup set to start as of this writing, LNC and Walmart were working in concert on an omnichannel campaign – a strong statement that reinforces the retailer’s role as a retailer that uses many delivery vehicles to get its message across to consumers.
“It is a fairly large campaign, and in contrast to one advertiser who has one spot and runs it over and over, we have a multilevel campaign that you’re going to love – whether you are Latino or not we will speak to you,” Alex says.
Although the World Cup has yet to begin, creative has concluded, and LNC and Walmart are already working on 2018 holiday campaigns, and not just back-to-school efforts just as high school graduates are turning their tassels.