News (Noticias) Tagged ‘Lopez Negrete’

Lopez Negrete Communications said today (July 18) that Joseph “Pepe” Machin and José López-Varela have joined the Hispanic ad agency as executive group account directors overseeing the strategic management of key clients.”*

In recognition of the economic power of multicultural businesses, DiversityBusiness.com, the nation’s leading multicultural Internet site, ranks Lopez Negrete Communications as number one among the Top 100 Diversity Owned (Div100) businesses in Texas. The second largest independent Hispanic owned and operated, full service agency in Hispanic marketing in America also received national honors ranking 5th among the top 100 Hispanic American Owned businesses in America, and 36th overall among the top 500 Diversity Owned businesses in America.

The Div100 is the 8th annual listing of the nation’s top 100 Hispanic American Owned businesses. The companies listed on the Div100 represent the nation’s top multicultural earners and challenge the long-held notion that a Diversity Owned business is small or insignificant. Div100 members are sought after by major corporations wishing to increase spending with Diversity Owned companies.”*

AHAA Chairman Jose Lopez-Varela Announces Members of PPM Council

In the wake of swirling opinions and concerns over the preliminary ratings of Hispanic radio audiences using Portable People Meters (PPM: 13.01, +0.02, +0.15%), the Chairman of the Association of Hispanic Advertising Agencies (AHAA) Jose Lopez-Varela announced today the members of the newly formed AHAA Council on PPM. These industry leaders, representing Hispanic radio broadcasters and Hispanic-specialized agencies and led by Isabella Sanchez, vice president and managing director of Tapestry, will assess the issues and opportunities with the new electronic measurement system. The Council is tasked with ensuring that the methodology and design of the Hispanic sample accurately represents the Hispanic population and their listening behavior.

Members of the AHAA Council on PPM were announced, and those present recognized, at the Radio Ink Hispanic Radio Conference in Miami today. Members include:

Gloria Constanza

Partner, Chief Contact Strategist - d. Exposito & Partners

Jim Irvine

Sr. Director of Media Strategies - Lopez Negrete Communications

Tracy Decker

EVP, Media Director - GlobalHue

Tomas Ruiz

Director of Media Buying - Bromley Communications

Nancy Tellet

VP, Director of Media & Strategic Planning - Siboney

Oswald Mendez

Managing Partner, Integrated Communications - The Vidal Partnership

Jeanette Millan

Activation Director - MV 42��

Lula Olmedo

Media Director - Zubi Advertising

Raul Lopez

President - Phoenix Multicultural

Jeff Lieberman

President, Radio Division -Entravision

Ceril Shagrin

Senior Vice President, Corporate Research - Univision

Belia Jimenez

Director, Multicultural Research - ABC Radio Networks

Kathleen Bohan

VP, Research & Marketing - Univision Radio

Pio Ferro

National Program Director - Spanish Broadcasting System (SBS: 54.85, -1.05, -1.87%)

Stacie de Armas

Director, Office of Multicultural Business Affairs - Arbitron

Bob Patchen

Chief Research Officer - Arbitron

“We’ve assembled a team of Hispanic advertising and media heavy hitters that understand the critical importance of moving to electronic measurement while maintaining the integrity of our market,” says Lopez-Varela. “The preliminary launch of PPM resulted in enormous declines in Hispanic radio audience size, station rankings, and time Hispanics spent listening to their favorite stations. Members of our industry have cited multiple flaws in the methodology, measurement (exposure to radio signal versus preference), design and implementation which all will be addressed by the AHAA Council on PPM.”

Next steps for the Council will be a meeting of all representatives to lay out the concerns in-depth and begin developing a path to effective adoption of the new rating system. “Without reform, PPM implementation could have serious consequences for the Hispanic advertising and media industry,” says Sanchez. “The Council will be a forum to unite our issues, identify problem areas and try to create resolution that will benefit everyone.”

Lopez-Varela chose to make the announcement at The Radio Ink Hispanic Radio Conference following a panel discussion in which both he and Sanchez participated. The Radio Ink Hispanic Radio Conference is the only conference dedicated solely to Hispanic radio and focuses on the issues, challenges and opportunities that Hispanic radio broadcasters face in serving their communities and their advertisers. “PPM is a hot topic at the conference and we want to ensure our media partners that AHAA is taking bold steps to ensure we are connected on this issue.”"

Jackie Bird, chairwoman of the Association of Hispanic Advertising Agencies (AHAA) and president/CEO of Winglatino, stepped down from her association post in the annual transition of leadership to a new executive on Friday. Jose Lopez-Varela, CEO of ADN Communications in Miami will spearhead the efforts of the Hispanic advertising industry during the coming year in his new role as AHAA chairman. Gisela Girard, president and COO of Creative Civilization — An Aguilar/Girard Agency in San Antonio assumes the position of chair-elect and will take office as chair next April. Jessica Pantanini, COO of Bromley Communications and former AHAA Treasurer has been named the new Vice Chair, appointed to observe and participate in executive committee activities and decisions in preparation for the role of Chair-Elect next year.

During the 12 months under Bird’s charge, the association tipped the 100-member agency mark and revised the strategic initiatives outlined two years earlier by the Board of Directors. Some of AHAA’s key accomplishments under Bird’s direction include implementation of the first annual AHAA salary survey specific to Hispanic marketing agencies; creating a partnership with Simmons Research and conducting qualitative and quantitative research supporting the Latino Identity project; publishing, with AdAge, a magazine supplement on the Hispanic advertising industry and AHAA; meeting with legislators to gain support for unbundling government contracts; executed a partnership with Nielsen to analyze what advertisers are spending in the Hispanic market versus the general market and will be releasing the results in May; and, plans to re-design the AHAA Web site.

AHAA taps into the expertise of its members and gains fresh perspectives for the association through its committee structure — marketing communication; membership; research; public policy; creative; and touchpoint (media) — developed and implemented Board-approved plans with an overarching emphasis on reaching and influencing corporate America. “With the support of so many members and volunteers, AHAA achieved great things this year,” says Bird. “But there is so much more to accomplish in these very exciting and challenging times our industry is facing. We must remain robust and dynamic in our approach to reach and influence corporate executives.”

Lopez-Varela and the newly elected officers, Girard, Pantanini, will form the executive committee joined by Carl Kravetz, chief strategic officer of cruz/kravetz:IDEAS and new AHAA Treasurer, and Patricia Gaitan, president of Chambers, Lopez and Gaitan and new AHAA Secretary. Bird will serve on the executive committee as well as Immediate Past Chair. They will continue to implement the strategic focus of the association based on the framework Bird and the Board created last year. Under the new leadership, the association will continue to make access to the C-suite the number one priority while adding more value to AHAA membership. Lopez-Varela wants to ensure that a large majority of active and new advertisers use AHAA member agencies for their marketing communications programs and spend a fair share of their budgets targeting the Hispanic market.

“I want to take the same approach with AHAA this year as we have taken at this conference — continually rebooting and embracing new approaches,” says Lopez-Varela. “I promise you that we will consistently examine the execution of each element relative to our goals to ensure our thinking is always fresh, inspired and relevant. Our next priority is to increase the significance of AHAA to you, our members. We want to provide the best-in-class tools and information to enhance our competencies so that our agencies are consistently sought and consulted for our expertise and knowledge of the Hispanic market.”

Having moved through the ranks of AHAA leadership, Lopez-Varela understands the importance of maintaining stability and a single long-term focus for the organization while inviting new ideas and volunteers to the table. The AHAA Board established the Vice Chair position, which Lopez-Varela held two years ago, to help facilitate this continuity of vision.

Joining the Board this year are Carlos Garcia, of Garcia 360°, Matias Perel, CEO of Latin3, Ingid Otero Smart, president of Anita Santiago Advertising, Inc., and Daniel Marrero, Founder of CreativeOndemanD (COD). Continuing to serve on the Board are: Joe Zubizaretta, executive vice president of Zubi Advertising, and Daisy d’Exposito, d’Exposito & Partners. After serving two, three-year terms, Board members Manuel E. Machado, CEO/co-chairman of MGS Communications and Alex Lopez Negrete, CEO of Lopez Negrete Communications will turn over their duties as Board members to the newly elected officers.

“It has been an honor to serve our association and to learn from these exceptional professionals and wonderful friends,” says Bird. “The dedication and commitment of these individuals is remarkable and I have tremendous respect and admiration for each of them. I look forward to continuing to serve AHAA and appreciate the continued support of members.”

For a copy of Lopez-Varela’s transition speech or to learn more about Hispanic advertising trends, please contact Elinor Kinnier, 703-610-0204 or visit

*From: http://sev.prnewswire.com
Traducido: usando Google o Altavista/Babel Fish

Lopez Negrete Communications, the second largest independently Hispanic owned and operated Hispanic marketing agency in the country, announces the addition of Rosa Serrano as Director of Media Planning and Buying. Day-to-day duties will include overseeing the planning and buying team in Houston, and developing strategic media solutions for clients Reliant Energy, Tyson Foods, Sonic Drive-Ins, Mission Foods and Maseca.

“Rosa is a recognized industry all-star and comes to the agency with a wealth of experience and leadership,” said Alex López Negrete, president and CEO of Lopez Negrete Communications. “She has been responsible for the successful launch of many advertisers into multicultural markets during her 27 years in the industry. We have always been proud of the fact that our media team is comprised of professionals who don’t buy by the numbers but truly understand and consume the very media and programming we recommend to our clients. Rosa fits right into that mold. We are delighted to have a force such as Rosa join the Lopez Negrete familia.””*

*From: http://houston.dbusinessnews.com
Traducido: usando Google o Altavista/Babel Fish

Lopez Negrete Communications, the second largest independent Hispanic owned and operated agency in the country, swept the 46th Annual Federation of Houston ADDY Awards, taking home 69 honors in all. For an unprecedented fifth year in a row, Lopez Negrete was awarded the Best of Show Award. In addition to the Best of Show, Lopez Negrete won 22 Gold ADDYs, 20 Silver and 26 Citations of Excellence.

“This is one of the proudest moments in the history of our agency,” said Alex López Negrete, CEO and president. “To walk away five years in a row with the coveted Best of Show, is extremely satisfying. I applaud the entire agency for the supreme work our employees perform, day in and day out.””*

*From: http://houston.dbusinessnews.com
Traducido: usando Google o Altavista/Babel Fish

Lopez Negrete Communications, the second largest independently Hispanic-owned-and-operated marketing agency in the country, recently concluded production of Reliant Energy’s new Hispanic creative campaign. The campaign, “Among Friends,” consists of TV, radio and internet buys, and was shot in Houston with a repeat performance by Raul Brindis, Houston’s number one radio talk show celebrity and Reliant Energy customer, as the Reliant Energy spokesperson.

The advertisements titled “Monster Bills,” “Foosball,” and “Sharks” depict Brindis among friends in casual settings conversing about the difficulties they face when dealing with other electricity providers. The key message for viewers is that Reliant Energy makes their life simpler with its plans and services. The two-day shoot took place in local homes in the Montrose and Garden Oaks neighborhoods of Houston. The TV ads were directed by Houston’s Locke Bryan and produced by Ju Dee Heasty. The first spots began airing on Spanish-language television and radio on September 10.

“We’re committed to developing relevant messaging and tools to best serve the Hispanic community,” said Gregg Hollenberg, Reliant’s Vice President of Residential Markets. “From the commercials, the message we hope consumers will hear and understand is that with the right electricity plan in place, Reliant Energy can make their lives easier and save them money.”

“The relationship that exists between Reliant Energy and the Hispanic community is a long-standing one. Reliant Energy understands the needs of Hispanics and continues to provide relevant products this segment requires and demands,” said Alex López Negrete, president and chief executive officer, Lopez Negrete Communications. “It is with pride that we have been the stewards of this relationship since deregulation came about in 2001. This is the newest chapter in a mutually beneficial relationship.”

Lopez Negrete’s Reliant Energy account and creative team consists of Javier Gonzalez-Herba, vice president of creative direction; Simon el Hage, director of strategic marketing; Lalo Wakefield, director of creative and strategic integration; Marlo Baker, director of broadcast production; Claudio Milczweski, producer; Milton Lebron associate creative director; Doug Kline and Sergio Castaneda, senior copywriters; Martin Rubinstein, group account director and Fernando Morales, senior account executive.

“Research and Markets (http://www.researchandmarkets.com/reports/c65930) has announced the addition of “The Source Book of Multicultural Experts 2007/08” to their offering.

What is “The Source Book of Multicultural Expertsâ„¢?

“The Source Book of Multicultural Expertsâ„¢” is a desktop reference guide for experts on many different cultural and lifestyle markets such as Hispanic, Asian American, African American, women, and gay/lesbian. The Source Book supplies over 11,000 journalists with diverse resources for Hispanic Heritage Month Sep 15-Oct 15, Black History Month Feb, Womens History Month March, Asian Pacific American Heritage Month May, as well as for year-round coverage of a diverse America. Also, over 2,500 marketing executives benefit from our Source Book, as it helps them find resources to reach ethnic consumers, find leads to new clients, and forge business alliances.

What is inside The Source Book?

Use The Source Book to find contact information for experts in a wide range of industries, business leaders who are minorities and women, and reliable sources of information on multicultural marketing and a diverse America. Many of the listings also have a short description of the company and the services it provides. Also included are expert-written articles which include statistical highlights on multicultural and lifestyle markets in the U.S.

Companies are also grouped by market served. Featured markets include: African American, Asian American, Hispanic, Gay and Lesbian, Multicultural, and Women.

Contents:

About The Source Book of Multicultural Experts

Market and Special Sections

The African American Market

“Managing Your Brand’s Strategy In The African American Market” by Howard Buford, Prime Access, Inc - African American Market Experts and Business Leaders

The Asian American Market

“The Asian American Market: Will Your Brand Be a Leader or a Follower?” by Saul Gitlin, Kang & Lee Advertising - Asian American Market Experts and Business Leaders

The Hispanic Market

“When Reaching Latinos, Relevance Rules” by Alex López Negrete, Lopez Negrete Communications - Hispanic Market Experts and Business Leaders

The Multicultural Market

“Passing Your Cultural Literacy Test” by William R. Ortiz, GlobalWorks Group - Multicultural Market Experts and Business Leaders

Other Market Experts and Business Leaders

Chinese American Consumer Buying Behaviour

“Understanding the Asian American Viewer and Consumer” by Michael Sherman, KTSF-TV

The Disability Market

“Disability as Diversity”¦Connecting the Dots” by Tari Hartman Squire, EIN SOF Communications.

Diversity

“The Opportunity Most Companies Are Missing: Understanding

Cross-Cultural Communications” by Luke Visconti, Diversity Inc.

The Gay and Lesbian Consumer Market

“Today’s Gay Consumer Market: A Competitive Advantage by Howard Buford, Prime Access, Inc

Multicultural Market Research

“The Changing Face of America: Multicultural Market Research – Nuts and Bolts” by Michael Halberstam, Interviewing Service of America

Listing by Industry Expertise

Alphabetical Listing by Company with Contact Information & Profiles

About The Authors

For more information visit

Lopez Negrete Communications, the second largest independently owned and operated Hispanic marketing agency in the country, has wrapped production for client SONIC’s new Hispanic campaign entitled “SONIC Zone.” The three :30 spots demonstrate how SONIC customers experience a truly customized, relaxing, private and personalized eating experience when compared to competing quick service restaurants.

“SONIC is a unique restaurant that offers not only a great variety of food and fountain beverages which is constantly changing, but also an atmosphere and a service that translates into truly taking a break and enjoying your meal in the comfort of your car, with your favorite people ”¦ it’s like a mini vacation,” said Federico Traeger, Lopez Negrete creative director. “We want to let the Hispanic consumers know that such an upgraded experience from the so-called fast food restaurants is available to them. By going to SONIC, not only do you have an upgrade from a menu perspective, but you also have complete control of the surroundings in which you enjoy this food. For Hispanic consumers, it’s a win-win!”

The new campaign features SONIC customers dining in their cars at the establishment but envisioning themselves on their own sofa in their own living rooms or on the beach with friends or enjoying a movie at the theatre. In order to capture the essence of being both at SONIC and at the beach or at home, motion control cameras were programmed to match the movements of the actors in order to seamlessly replicate them from one scene to the next.

The commercials, shot in Orlando and Kissimmee, Florida were directed by Massimo Martinotti and produced by Michel Sassoon of MIA Films. Editorial was handled by Upstairs EFX in Coral Gables. The first of the three spots began airing on Spanish-language television on July 2. Consumers can expect to see the campaign on-air with new creative debuting monthly until October.

The Lopez Negrete SONIC account and creative team consists of Martin Rubenstein, group account director; Patricia Burgos, account director; Federico Traeger, creative director; Marlo Baker, director of broadcast production; Luciano Battistini, producer; Miguel Nogueras, associate creative director; Karen Kain, senior art director; and Nestor Bernal, senior copywriter.

ABOUT LOPEZ NEGRETE

Lopez Negrete is an independent, Hispanic owned and operated agency specializing in Hispanic marketing. Since 1985, Lopez Negrete has offered a full range of advertising, marketing and public relations services to industry leaders such as Wal-Mart Stores, Tyson Foods, Bank of America, Visa USA, Azteca Milling, Microsoft Corporation, Domino’s Pizza, The Nielsen Company, Miller Lite, Reliant Energy and others. With billings this year totaling approximately $162 million and more than 140 employees, Lopez Negrete is a proven leader in providing fully integrated national Hispanic marketing and communications services.

“Miller Brewing Company announced today that Houston-based Lopez Negrete won its Hispanic agency of record designation for the Miller Lite brand following a competitive pitch.

“We chose Lopez Negrete because they are passionate about their work and have a proven track record in delivering creative integrated campaigns that work with Hispanic consumers,” said David Dixon, Senior Director, Hispanic Marketing at Miller. “We are confident that this new partnership will help Miller Lite continue to develop messages that resonate with the Hispanic community.”

As Miller Lites Hispanic agency of record, Lopez Negrete will be responsible for developing integrated marketing programs across various media and working in partnership with other Miller marketing agency partners.

Miller Vice President of Content Debora Boyda said the addition of Negrete rounds out the selection of agencies Miller has chosen to help drive the creative process for the brewer. “Lopez Negrete joins an already strong agency roster for Miller including BBH, Mother, Y&R and Saatchi New York and we are excited about leveraging the expertise and power of this cross functional collaboration.”

Founded in 1985, Lopez Negrete is a fully integrated Hispanic marketing, communications and public relations firm which has produced work for Wal-Mart, Visa, Microsoft, Bank of America and Tyson.

“We are excited to work with Miller Brewing Company to further grow the Miller Lite brand and enhance its presence in the Hispanic community,” said Alex Lopez Negrete, president and chief executive officer. “There is an enormous opportunity in the Hispanic market and we look forward to helping Miller reach this increasingly powerful constituency.”

Integra Marketing, Inc managed the process on behalf of Miller.

About Lopez Negrete

Lopez Negrete is an independent, Hispanic owned and operated agency specializing in Hispanic marketing. Since 1985, Lopez Negrete has offered a full range of advertising, marketing and public relations services to industry leaders such as Wal-Mart Stores, Tyson Foods, Bank of America, Visa USA, Azteca Milling, Mission Foods, Microsoft Corporation, Dominos Pizza, Reliant Energy and others. With billings totaling approximately $150 million and with more than 140 employees, Lopez Negrete is a proven leader in providing fully integrated national Hispanic marketing and communications services.

About Miller Brewing Company

As one of Americas oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew “confoundedly good beers” with “uncompromising quality.” Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that capture approximately 18 percent of the U.S. beer market. In the past decade, Miller beers have won 105 medals — more than twice as many as its major competitors — at the biannual World Beer Cup and annual Great American Beer Fest. An unprecedented four-time gold award winner at the World Beer Cup, Miller Lite is the great tasting, less filling beer that has defined the American light lager category since 1975. Miller also brews smooth, golden rich Miller Genuine Draft using a unique cold-filtering process introduced in 1985. The companys oldest brew is Miller High Life, the champagne of beers. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Fosters, and it offers regional craft brews from the Jacob Leinenkugel Brewing Company and the Blitz-Weinhard Brewing Company. Near-premium beers include Milwaukees Best Light, Steel Reserve, Olde English 800, Mickeys Malt Liquor, Icehouse and Sharps, a non-alcohol brew. Miller also offers the Sparks line of caffeinated alcohol beverages. Miller is a wholly owned subsidiary of SABMiller plc, one of the worlds leading brewers with a global footprint spread across five continents. For more information, visit www.millerbrewing.com/.
Website:

“Miller Brewing has tapped Lopez Negrete as lead creative agency on its $40 million Miller Lite Hispanic account after a review, the company confirmed.

“We chose Lopez Negrete because they were passionate about their work and have a proven track record in delivering creative integrated campaigns that work with Hispanic consumers,” said David Dixon, senior director of Hispanic marketing at Miller, in a statement. “We are confident that this new partnership will help Miller Lite continue to develop messages the resonate with the Hispanic community.”"

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Lopez Negrete Communications, the second largest independently owned and operated Hispanic advertising agency in the country, announces the addition of Randy Stockdale as executive group account director. Stockdale will oversee the strategic management of the company’s Visa USA, Chili’s and Microsoft accounts.

“Randy brings a wealth of knowledge and experience in Hispanic and international marketing to our agency from both, the client, agency and consulting side,” said Alex López Negrete, president and CEO of Lopez Negrete Communications. “His reputation precedes him as one of the best in the business.”

Born and raised in Mexico, Stockdale began his career in advertising and marketing, managing Fortune 500 companies such as Procter & Gamble and American Express. From Sao Paulo, Brazil to Greenwich, Connecticut, he has been involved in many phases of business operations, encompassing business development, strategic marketing, negotiations, product development, marketing alliances, and distributor/retail relationships. He has also successfully introduced more than 15 products to the United States Hispanic market.

“It is rewarding to work for an agency you have admired from afar,” said Stockdale. “I am looking forward to continuing to build upon the success of the firm’s top-tier clients such as Visa, Chili’s and Microsoft.”

Stockdale’s former employers include AdSpan Hispanic Inc., Western Union Financial Services International, Domecq Importers, Inc., Oglivy & Mather in Brazil and Mexico and Casanova Pendrill Publicidad.

ABOUT LOPEZ NEGRETE
Lopez Negrete is an independent, Hispanic owned and operated agency specializing in Hispanic marketing. Since 1985, Lopez Negrete has offered a full range of advertising, marketing and public relations services to industry leaders such as Wal-Mart Stores, Tyson Foods, Bank of America, Visa USA, Azteca Milling, Microsoft Corporation, Domino’s Pizza, Novartis Pharmaceuticals, ConAgra Foods, Reliant Energy and others. With billings this year totaling approximately $162 million and more than 140 employees, Lopez Negrete is a proven leader in providing fully integrated national Hispanic marketing and communications services.

Made me laugh, in a good way. Rock on Alex.

“Alex Lopez Negrete was our second lead guitarist, a bespectacled businessman in his mid-forties from Houston, specialising in the Hispanic market, with his own family origins in Mexico. He recently visited London with his family and stayed for a week at the Ritz, so business must have been good to him.”

“Alex López Negrete, co-founder of the nation’s second largest independently owned and operated Hispanic advertising firm, Lopez Negrete Communications, will receive the Lifetime Achievement award from the Houston Association of Hispanic Media Professionals HAHMP at the organization’s 21st annual HAHMP Sylvan Rodriguez Scholarship Gala. The event will be held March 30 at the InterContinental Hotel in Houston.”

“The new Marketing y Medios Special Report, out now in select issues of Adweek, Brandweek and Mediaweek, features the accelerated use of integrated product placement or branded entertainment on Hispanic-focused media outlets, a trend commonly seen among general-market media companies.

Hispanic TV, radio and the Internet are actively pursuing this area of business, as are Hispanic agencies such as Houston-based Lopez Negrete Communications, Chicago-based Tapestry and New York-based The Vidal Partnership.

Recent examples include: JCPenny’s first product placement makeover segment on MTV Tr3s in mid-March; the Wal-Mart-sponsored branded entertainment RBD concert in Houston, in partnership with EMI Televisa Music and Univision; the Chevy Concert Series on LATV; Verizon Wireless’ use of branded space on AOL Latino’s “Top 11” countdown show; and the Nissan-sponsored El Reto Final series on Fox Sports en Español, which is enjoying its second year of successful co-branding.

MyM also covers Heineken Premium Light’s new Hispanic campaign. The first spot from the “Descubre lo Delicioso” (Discover Deliciousness) campaign, created by The Vidal Partnership, was released on March 15 on all major Hispanic networks and features Mexican model Elsa Benitez and her Latina friends living in a “delicious” world where Heineken Premium Light is produced.

The beer importer also launched Spanish-language site www.heinekenlight.com/espanol, partnering with www.Univision.com, www.terra.com and www.batanga.com. The Billboard Latin Music Awards and Latin Grammys will bear the Heineken Premium Light label and a unique branded event with Azteca América is planned for this summer.

Capitalizing on its exclusive resources, including Hispanic market intelligence from Nielsen Media Research, MyM profiles Los Angeles, the nation’s largest Hispanic DMA. Staying competitive in this market, with 22 Spanish-language radio stations, 17 audited weekly and daily newspapers and eight TV stations and a Hispanic population that is 45 percent Spanish-dominant, requires a niche product, a targeted audience and a local emphasis.

The critical business source for senior-level executives seeking to reach the $900 billion Hispanic market, MyM has expanded its circulation to key general-market targets through monthly distribution as a Special Report to 24,000+ Adweek, Brandweek and Mediaweek readers.

This greatly expanded distribution delivers the top 500 advertising agencies in the U.S.; the 100 largest advertisers in the U.S.; marketers at the top 2,000 U.S. brands; all general-market media buying agencies; as well as the top 100 Hispanic advertisers and the top 50 Hispanic ad agencies.

For more information on Marketing y Medios, contact Wright Ferguson, Jr. at 646-654-5105. To subscribe to the Adweek Magazines carrying MyM, contact Andrea Szabo at 646-654-5889.

Adweek’s Marketing y Medios is an English-language Special Report, appearing monthly in Adweek, Brandweek and Mediaweek magazines, that explores the unique challenges encountered by marketers and media serving the U.S. Hispanic population. Since launching in print and online in September 2004, the publication has inaugurated benchmark awards, including MyM’s Hispanic Agency of the Year, Hispanic Best Spots, Hispanic Media All-Stars and Hispanic Marketers of the Year. Key industry events include Voz Latina (produced in partnership with the Billboard Latin Music Awards) and Hispanic Retail 360. Marketing y Medios was a 2005 Best Start-Up Publication finalist and is a 2006 Best Department finalist in American Business Media’s Jesse H. Neal National Journalism Award Competition

About Nielsen Business Media
Nielsen Business Media is a leading market-focused provider of integrated information and sales and marketing solutions, helping businesses go to market more effectively and efficiently.

Serving seven major market groups, and 30 individual markets, spanning the entertainment, media and marketing, retail, travel and performance, design, and life sciences industries, Nielsen Business Media provides business-to-business products and services in print, online and in person.

With 42 publications, over 60 trade shows and 185 digital products and services, Nielsen Business Media offers insight, analysis and face-to-face contacts to help professionals better understand their markets, serve their customers and grow their businesses. “

“With the Forbes and Fords of the world clamoring for expertise and resources to help them reach the lucrative Hispanic segment, Marketing y Medios has met the need by expanding its circulation to key general-market targets. The new issue of MyM, released today, reflects this new tack, featuring an exclusive interview with the head of Wal-Mart’s Hispanic agency of record, Alex López Negrete of Houston-based Lopez Negrete Communications Inc.

The critical business source for senior-level executives seeking to reach the $900 billion Hispanic market, MyM is now being distributed monthly to 24,000 readers as a Special Report within the pages of Adweek, Brandweek and Mediaweek. This greatly expanded distribution now delivers the top 500 advertising agencies in the U.S.; the 100 largest advertisers in the U.S.; marketers at the top 2,000 U.S. brands; all general-market media buying agencies; as well as the top 100 Hispanic advertisers and the 50 Hispanic ad agencies.

“As proven by a recent Santiago Solutions Group study, marketing to U.S. Hispanic consumers means higher bottom-line profitability for general-market companies. Marketers and agencies in the general market really need to know who the players are in Hispanic marketing, advertising and media, who to partner with, and to learn successful strategies and practices for communicating with the Hispanic audience. This new format gives them all that,” said MyM editor Nancy Ayala.

Publisher Wright Ferguson, Jr. sees the move as key to bridging the markets and boosting bottom lines. “If we can educate the general market about how to successfully tap the Hispanic segment utilizing Hispanic agencies and media, and thereby increase the flow of general-market money into the Hispanic marketplace, everyone wins. This market is too lucrative to wait any longer.”

The new format further capitalizes on the exclusive resources backing MyM, including Hispanic market intelligence from Nielsen Media Research, Scarborough, and Spectra.

The change coincides with the relaunch of MyM’s Web site, marketingymedios.com, with faster information access and expanded content. The site has seen a 32% increase in page views and 23% increase in unique visitors since January 2006.

MyM’s integrated network also includes benchmark awards programs Hispanic Agency of the Year, Hispanic Best Spots, Hispanic Media All-Stars and Hispanic Marketers of the Year; key industry events including Voz Latina (produced in partnership with the Billboard Latin Music Awards), Hispanic Retail 360, and Hispanic Marketers of the Year.

MyM, part of the Business Media unit of The Nielsen Company, was a 2005 Best Start-Up Publication finalist and a 2006 Best Department finalist in American Business Media’s Jesse H. Neal National Journalism Award Competition.

For more information on Marketing y Medios, contact Wright Ferguson, Jr. at 646-654-5105. To subscribe to Marketing y Medios, contact Andrea Szabo at 646-654-5889. “

“Lopez Negrete Communications has retained its status as the Hispanic agency of record for Wal-Mart.

The Houston-based advertising agency had been in limbo as to the status of the account since July as the national chain considered its options.”

“Federico Traeger has joined the creative team at Lopez Negrete Communications as Creative Director reporting to VP Executive Director Javier Gonzalez-Herba. Traeger will be working closely with the other creative directors Luis Gonzalez, Jaime Belden and Luis Cuenca. “

“Independent Hispanic advertising agency Lopez Negrete Communications has been tapped by Novartis Pharmaceuticals Corporation to handle strategic planning and creative initiatives targeting Hispanics. The selection followed an agency search, conducted directly by the client over the summer, Lopez Negrete says.”

“Lopez Negrete Communications has been selected to lead Novartis Pharmaceuticals Corporations Hispanic initiatives in the United States.
“

“Grupo Gallegos today issued a terse statement saying it would no longer participate in the review for the Hispanic account, expected to be worth more than $55 million. Wal-Marts Hispanic agency of record since 1995, independent Lopez Negrete, Houston, is a finalist in the review. Other contenders for the account include LatinWorks, Austin, Texas, and Miami-based Accentmarketing, which 49% owned by Interpublic Group of Cos. “

“Houston business and community leaders gathered to salute Alex López Negrete, whose company was recognized by the Houston Minority Business Council (HMBC) with the 2006 Emerging Ten (E-10) Award. The award recognizes minority businesses that personify the three “E’s” of experience, expertise and excellence.

“Alex and his commitment and passion for the Hispanic market are apparent in the success of the companies that have sought López Negrete’s counsel,” stated Evelyn Flores, director of communications and special projects for the HMBC. “As a winning company, Lopez Negrete has proven itself a leader adept at recognizing and embracing emerging business practices as well as identifying trends in the Hispanic marketplace to provide his clients with important insights.”

“The honor is well deserved,” stated Karyn Leonardi-Cattolica, external affairs manager for Shell Oil Products US, who nominated López Negrete for the award. “Alex has demonstrated that he understands the Hispanic marketplace and all the subtleties characteristics of this very important segment of the population. His passion, knowledge and wisdom are evident in the successes that his clients deserve in partnership with his agency.”

Interestingly, a new research study by Omnibus Services found Wal-Mart to be the retailer that does the best job of catering to the Hispanic or Latino consumer. Wal-Mart was by far the top selection at 35%, with Home Depot a distant second at 7% and Target third at 5%. Lopez Negrete Communications has worked closely with Wal-Mart over the past 16 years to bring the retailer’s advertising and marketing strategy to life with this particular consumer.

The awards luncheon was attended by more than 200 participants and representatives from Halliburton, Chevron, ConocoPhillips, Reliant Energy, Brewster Procurement Group, ExxonMobil, United Healthcare and Shell Oil Products US and Reliant Energy.”

“Houston-based Lopez Negrete Communications and Univision Radio have signed multi-year agreements for Arbitron’s portable people meter (PPM) ratings service in Houston, Arbitron announced Thursday. The ratings firm also signed a multi-year PPM agreement with Spanish-language broadcaster, Border Media Partners, for the PPM service in San Antonio and Austin. “

“Lopez Negrete Communications’ creative work for Visa USA was recently named “Best in its Category” by top trade publication US Ad Review. The winning print advertisement, entitled “Security,” portrays a young, attractive businesswoman captured in an urban setting with a fashionable handbag securely fastened to her wrist with handcuffs.”