Alex Lopez Negrete
President and CEO, Lopez Negrete Communications, Inc.
Since co-founding Lopez Negrete Communications, Inc. in 1985, Alex López Negrete has steered the firm with a passion and vision for Hispanic marketing that has led it to become one of the country’s most influential Hispanic marketing agencies. Lopez Negrete Communications is now the largest independently owned Hispanic advertising and communications firm in the country.
Alex López Negrete started his Houston-based agency with his wife and partner, Cathy, by his side, with the conviction that the Hispanic market is a viable and powerful consumer segment and that thoughtful, relevant, fully integrated, in-language and in-culture communications is the best way to reach this important market.
This innovative approach to Hispanic marketing has proven to be effective, engaging and, most importantly, results-producing. The agency continues to grow, with 2014 capitalized billings at $215 million and over 250 employees, and offices in Houston, Los Angeles , New York City, and most recently Mexico City. Alex credits the agency’s success to the fact that it comprises a team of multicultural, multinational, bilingual and bicultural communications professionals who possess rare and complementing talents and expertise.
In 2012, after 27 years and countless awards, Alex stepped down as chief creative officer in order to focus on his role as company president and CEO, in which he is intricately involved in providing strategic counsel and creative direction to all of the agency’s clients. He has represented clients in the retail, financial, telecom, packaged foods, arts, sports, government, health care, real estate, energy and insurance industries. The Lopez Negrete Communications team has won literally hundreds of awards for creative at the local, regional, national and international levels, placing it firmly among the most respected creative Hispanic agencies in the nation.
Some of the companies Alex and his team have helped make successful, profitable overtures to the Hispanic consumer segment include Walmart, Verizon Communications Inc., Microsoft Corporation, MillerCoors, Bank of America, Dr Pepper Snapple Group, Kraft Foods, Tyson Foods, NBC Universal Motion Pictures Group, and Sonic Drive-Ins, among others.
In addition to his professional endeavors, Alex has remained active and fully committed to the broader community. He has served on several committees and nonprofit boards, including as chairman of the board of the American Advertising Federation-Houston, the President’s Advisory Committee on the Arts for the John F. Kennedy Center for the Performing Arts, the Board of Trustees of the American Institute for Public Service, the Ad Council Leadership Committee, chairman emeritus of the Houston Hispanic Chamber of Commerce, past chairman of the Association of Hispanic Advertising Agencies (AHAA), ex-chair of AHAA’s not-for-profit entity, the Hispanic Advertising Association Foundation (HAAF).
Over the agency’s 30 years in the business, Alex has been honored with many awards. Beginning in 2001, Alex received the prestigious Honorary Chairman’s Award from the Houston Hispanic Chamber of Commerce, followed by the Entrepreneur Award from the National Society of Hispanic MBAs. HISPANICMagazine honored him with their Hispanic Achievement Award in 2002. 2003 brought his first Lifetime Achievement Award, as bestowed upon him by the Association of Women in Radio and Television (AWRT), Houston Chapter; 2005 brought him the highest honor given by the American Advertising Federation (AAF), the Silver Medal, for his lifetime commitment to the industry. Three more prestigious recognitions came to him in 2006: Latin Businessmagazine’s Latin Business Spirit Award, the Hispanic Marketing Midwest Achievement Award, and the Houston Minority Business Council’s Emerging-10 Award. 2007 was also a particularly successful year for Alex, as he was honored with the Leadership Award from the Association of Hispanic Advertising Agencies and was established as a “Living Legend” by the American Advertising Federation-Houston, alongside his second Lifetime Achievement Award as given by the Houston Association of Hispanic Media Professionals (HAHMP). Alex was inducted into the Southwest Advertising Hall of Fame Class of 2010 by the Tenth District of the American Advertising Federation. Under Alex’s stewardship, the agency won the coveted Mosaic Award in the “Multiethnic Ad Campaign” category for its “Vida 23: Sabor a Otro Nivel” campaign, launched in 2011 for Dr Pepper Snapple Group. In 2012 he received the coveted “Agency Executive of the Year” from HispanicAd.com, the first to win the honor for a second time, at the Association of Hispanic Advertising Agencies’ semiannual conference in Miami, Florida. In 2014, Alex received the NFL Hispanic Heritage Leadership Award in recognition of his contributions to the city of Houston.
Alex is committed to the future of the Hispanic marketing industry. In 2008, Alex and Cathy established the Lopez Negrete Hispanic Marketing Education Fund in collaboration with the Advertising Education Foundation of Houston, the charitable foundation of the American Advertising Federation-Houston. The scholarship benefits students interested specifically in Hispanic marketing or advertising.
Born in Houston and raised in Mexico City, Alex resides in Houston with his wife, Cathy. They have two children, Michelle and Patrick, and one granddaughter, Mia Marie.