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Alex López Negrete from Lopez Negrete Communications: US brands still have a conservative approach for targeting the US Hispanic market
28 de julio de 2015
For Alex López Negrete, President and CEO at Lopez Negrete, Hispanic agencies must be more united as a market and improve their profile in festivals such as Cannes Lions. “Now, work must continue improving, of course. For me it is interesting to see how conservative clients in the US tend to be regarding Hispanic work. But, that is our day to day struggle”, he said.In an interview with PRODU he explained that integrated campaigns are the most interesting and creative thing of the moment. “When we present an idea to any client, we propose ideas, not executions. And ideas must have the foundation and greatness to use a number of channels. I believe 80% of everything we do is already in the category of integrated campaigns”.The agency is focused on millennials, not just creatively, but also strategically, carrying out market research, panels and other tools that are not limited to informing on their work, but that inspire it, as well. “The Latino consumer has all the emotional and practical markers of a millennial, and, if you look at it from a demographic/generational perspective, the millennial market is comprised highly by Hispanics. Therefore, if you are going to talk about millenials you have to talk about and with Hispanics”.Until now, the agency has no plans to venture into the Cuban market, after the resumption of diplomatic relations between the US and Cuba.
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