Interview with Alex LÃ³pez Negrete
July 25th, 2007
Posted by Danny Allen
The Houston Business Journal last Friday did an interview with Alex LÃ³pez Negrete, founder of the eponymous* LÃ³pez Negrete Communications. The HBJ seems to be of the opinion that LÃ³pez Negrete is the AOR for Miller Brewing, and they talked to him, so we’ll take that as fact until proven otherwise.
There is a lot in the article that’s just a local press puff piece being nice to a local businessman, but there’s also some interesting stuff in there. At one point in the article, LÃ³pez Negrete mentions that eight percent is the right amount of spending for health and beauty products companies to be directing toward the Hispanic market. I had not heard that number before. Is that the right amount for CPG companies? For everybody? If Hispanics are currently 14% of the US population, do you pick up 60 percent of them with Hispanic advertising and the rest with general market ads? I’m not disputing that figure, I just don’t know where it came from.
The interview then goes on to discuss a release that the Association of Hispanic Advertising Agencies did in conjunction with the announcement of its fall conference asking the question “Are Hispanic Agencies Dying?” This is a particularly pertinent question for LÃ³pez Negrete because on the one hand they lost Wal-Mart’s media buying duties to a general market media shop, but on the other, they’re apparently Miller Brewing’s AOR, so they symbolize evidence both for both sides of the argument.
His response was, in part, that the Hispanic ad agencies are an “industry under siege,” presumably from the general market agencies. He also noted that Hispanic agencies are going to have to “get beyond the Spanish vs. English barrier and pay more attention to the sophistication of the Latino consumer” in order to prove their value. This echoes the point that as the Hispanic market becomes more desirable and more mainstream, Hispanic agencies can’t rely on simply speaking Spanish to protect their market, but are going to have to prove their value on a cultural and expertise level.
* Blogger-showing-off alert. I learned that word the same place everybody else my age did, from REM’s first greatest hits album.
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