Alex López Negrete de Lopez Negrete: Clients search for creative and strategy excellence in Hispanic agencies

There are many challenges in the Hispanic market. One is to maintain relevant for clients that are looking for something different. That is how Alex López Negrete, president and CEO of López Negrete, conceives the struggle between Total Market and General Market agencies. According to Lopez, both terms are too narrow and uniform, and don’t represent reality. “What we find out is there is a market composed by a diversity of audiences: Hispanic, Afro-American, Asian-American, and others. We rather use terms like ‘omni-cultural’ market, which remove the need of absolutes and mere general points that are not in use or work anymore” he said. López said to PRODU, that he considers Total Market as a courtesy exercise that General Market agencies use to convince clients that they’re the ones that must be in charge of the message, the business or the campaign. “Obviously these agencies give great relevance to the Hispanic market, as both the creative and economic growth, influence and impact we’re having is strong and indelible.” He advises that, by nature, agencies have a very different way of thinking, creating, cooperating and portraying themselves. “That’s what the clients feel and search for and this is what is difficult to replicate. The challenge is to keep our path of creative and strategic excellence. In other words, we can’t put down our guard in how we promote ourselves, nor in the strength and quality of what we do. It’s a many rounds fight”.