Page 8 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
“Walmart has kept us super, super busy,” Alex notes.
RAM-POWERED CRESCENT-SHAPED CRESCENDO
López Negrete Communications is also presently part of the Fiat Chrysler Automobiles family of ad shops. The work LNC is doing for them is transformational — and could present one of the best ways for an agency that has thought of itself as a “Hispanic shop” a fresh new way to build their business.
“We’ve ascended from being one of their Latino agencies and have won several global assignments since we came into their system seven years ago,” Alex says.
In fact, LNC is an award winner for work done for the Dodge Ram campaign — in countries in the Middle East where Arabic is the primary language.
Say what?
It’s true: LNC is using its prowess as a multicultural marketing and advertising specialist in the U.S. Hispanic market to entice consumers across the Arabian Peninsula to buy a truck from a storied American brand.
“There are a lot of commonalities between Arabs and Hispanics,” Alex believes. “We won the assignment again and we’re doing [more work] right now.”
To win the RAM assignment for the Middle East, LNC focused on the uniqueness of its target audience. Individuals, Not Individualistic. Successful and Unique. Why they would choose RAM came down to emotional and functional responses.
Then, LNC reviewed the umbrella platform, discussed its U.S. Hispanic approach, and then offered its Middle East approach.
The pitch was a winner — and speaks of how López Negrete Communications is now a “culture”-focused shop. A spot airing in Dubai and Abu Dhabi can be seen here.
The RAM work also comes alongside work for Jeep’s international campaign.
“That account keeps us busy,” Alex says of Dodge. “You’re in the family of agencies and everyone is a ‘jump ball.’ We competed with the other agencies in the family for these assignments.”
Also allowing LNC to soar, if you will, to new heights is United Airlines. Thanks to its merger with Continental Airlines several years ago, United has a significant presence in Houston. This helped, in part, in landing LNC a new campaign for the U.S. Hispanic market.