Lopez Negrete Communications
Lopez Negrete Communications is the largest independent, Hispanic-owned full-service U.S. advertising agency, founded in 1985 and serving Fortune 500 clients with strategic, creative, media, and digital Hispanic-marketing services across eight U.S. offices.
- Company typePrivate
- Founded1985
- HeadquartersHouston, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Lopez Negrete Communications does
Lopez Negrete Communications, Inc. is a Houston-headquartered, independent, Hispanic-owned full-service advertising agency founded in 1985 by Alex and Cathy López Negrete. The firm provides strategic marketing, brand strategy, creative and production, research and consumer insights, media planning and buying, digital/social/mobile, public relations, and promotions services to Fortune 500 clients seeking to reach U.S. Hispanic consumers. It operates eight U.S. offices (Houston, New York, Los Angeles, Chicago, Dallas, Miami, San Antonio, Austin) with 100+ professionals and is the largest independent Hispanic-owned agency in the United States by its own characterization. Its service portfolio also includes the proprietary Latino Network of Creators, a platform connecting brands with Latino content creators and influencers, and the firm is a founding member of the Hispanic Marketing Council and the ANA Alliance for Inclusive and Multicultural Marketing (AIMM).
The business is a professional-services enterprise that monetizes through agency-of-record retainers, project-based fees, and consortium partnerships (most notably Navigation Boulevard with Canvas Worldwide, Alma, Loud And Live, and Boden to serve McDonald's). Marquee accounts include Walmart (relationship of nearly three decades), Hyundai Motor America (Hispanic AOR since 2022), McDonald's, Bank of America, H-E-B, Phillips 66, Motiva, Unilever, Dos Equis, Mattress Firm, Baylor College of Medicine, CommonSpirit Health, and government and nonprofit clients such as the Ad Council, City of Houston, and Harris County. Quantified client outcomes include a 2026 Hyundai Palisade campaign that delivered 20%+ year-over-year Palisade sales growth and 42%+ year-over-year Hybrid sales growth, an ACE Score of 707, and a 96th-percentile cultural-relevance score (CIIM).
The firm is founder-led and family-owned, with no disclosed parent company, external investment, or acquisition history. It carries multiple diverse-business certifications (NMSDC, Texas HUB, California MBE) and has won 19 trophies at the 61st Annual AAF-Houston Chapter Awards, including Best of Show for the 18th time, with the 2025 AAF Advertising Hall of Fame induction of co-founder Alex López Negrete marking its highest individual recognition. The company's technology footprint is services-oriented: there is no disclosed SaaS or AI product, no public API, and no patent portfolio; the underlying capability is human creative, research, and media talent, augmented by a proprietary influencer-network platform.
Lopez Negrete Communications firmographics
Firmographics- Name
- Lopez Negrete Communications
- Legal name
- Lopez Negrete Communications, Inc.
- Website
- https://lopeznegrete.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Lopez Negrete Communications is the largest independent, Hispanic-owned full-service U.S. advertising agency, founded in 1985 and serving Fortune 500 clients with strategic, creative, media, and digital Hispanic-marketing services across eight U.S. offices.
- Ownership category
- akta.pro rank
Lopez Negrete Communications industry classification
Industry- Product category
- Hispanic Advertising and Multicultural Marketing Services
- NAICS
- Advertising Agencies (54181), Media Buying Agencies (541830), Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Multicultural & Diversity Marketing Creative Agencies (MPAAAAAK)
- akta.pro secondary industries
- Digital Performance Marketing (SEM, Paid Social, Programmatic) (BPAFAAAD), ESG/Sustainability Reputation & Purpose Communications (MPAAAOAN)
Keywords
Where Lopez Negrete Communications is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Lopez Negrete Communications business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Advertising and Marketing Services: Full-service agency providing strategic marketing, advertising, and communications services to Fortune 500 brands seeking to reach U.S. Hispanic consumers. Revenue is generated through professional service fees for brand strategy, creative production, media planning and buying, digital/social marketing, public relations, and promotions.
Go-to-market motion3 records
Distribution channels1 record
Marketing channels8 records
Lopez Negrete Communications product offering
Product offeringCore offering
Lopez Negrete Communications is a full-service advertising and marketing agency that provides strategic planning, brand strategy, creative and production, research and consumer insights, media planning and buying, digital/social/mobile marketing, public relations, and promotions to Fortune 500 brands seeking to reach U.S. Hispanic consumers. The agency also operates the Latino Network of Creators, a proprietary platform that connects brands with Latino content creators and influencers.
Product overview
Lopez Negrete Communications is the nation's largest independent, Hispanic-owned-and-operated full-service advertising agency, founded in 1985 and headquartered in Houston, Texas. The agency specializes in providing marketing services to corporations wishing to reach and engage with America's Hispanic consumer segment. Its service portfolio includes strategic business planning, creative and production services, media planning and buying, digital/social/mobile marketing, public relations, and promotions. The agency also operates the Latino Network of Creators, a proprietary influencer network connecting Fortune 500 brands with Latino content creators and influencers. The agency's core offering is delivering 'Maximum Return on Cultural Intelligence' through culturally grounded storytelling and omnicultural marketing approaches.
Differentiator
Problem solved
Functional benefit
Brands
- Latino Network of Creators: A platform by Lopez Negrete Communications that connects Fortune 500 brands with Latino content creators and influencers.
Products and services
- Strategic Business Planning Research and consumer insights, strategic planning, brand strategy, and analytics services designed to help enterprise clients understand and target the U.S. Hispanic consumer market.
- Creative and Production Services
- Media Planning and Buying
- Digital/Social/Mobile Marketing Services
- Public Relations
- Latino Network of Creators
Quantifiable outcome
- 2026 Hyundai Palisade campaign achieved ACE Score of 707 (vs. 698 category average) and scored in the 96th percentile in cultural relevance (CIIM), delivering 20%+ YOY sales increase for Palisade and 42%+ YOY sales increase for Hybrids
- +2 more outcomes
Companies that use Lopez Negrete Communications
Customer profileNamed customers17 records
Ideal customer profiles2 records
Lopez Negrete Communications technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Lopez Negrete Communications partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Canvas WorldwidecoreCollaboration model named 'Navigation Boulevard' for McDonald's Hispanic media planning. Lopez Negrete serves as media planning agency for Latino consumer media while Canvas handles overall media strategy. Partnership designed to achieve high cohesion between disciplines and agencies serving McDonald's.
- The Black Sheep AgencyminorLogo design partner for 'YES! to Census 2020' campaign for City of Houston and Harris County. Part of Team Hounanimous consortium executing grassroots Census outreach.
- January AdvisorsminorData science and research partner for 'YES! to Census 2020' campaign. Provided extensive qualitative research and data analysis to inform campaign strategy targeting hard-to-reach communities.
- UP Art StudiominorArtist and design brokers for 'YES! to Census 2020' murals. Created colorful, life-affirming multicultural murals installed in undercounted Houston neighborhoods.
- Touchpoint StrategiesminorPart of Team Hounanimous consortium for Census 2020 outreach campaign alongside other local Houston organizations and agencies.
- Possible MissionsminorPart of Team Hounanimous consortium for Census 2020 outreach campaign.
- Solutions Marketing GroupminorPart of Team Hounanimous consortium for Census 2020 outreach campaign.
- Elite ChangeminorPart of Team Hounanimous consortium for Census 2020 outreach campaign.
- Asian Community Support Services CenterminorPart of Team Hounanimous consortium for Census 2020 outreach campaign, supporting diverse community engagement.
- Alma (McDonald's national Hispanic agency)coreNational Hispanic agency for McDonald's, working in coordination with Lopez Negrete (as part of Navigation Boulevard) for Hispanic market media strategy.
- Loud And LivecoreEvents and experiential agency partner within Navigation Boulevard consortium for McDonald's Hispanic marketing.
- BodencorePublic relations agency partner within Navigation Boulevard consortium for McDonald's Hispanic marketing.
- ANA Alliance for Inclusive and Multicultural Marketing (AIMM)coreFounding agency member of AIMM, contributing to industry initiatives for inclusive marketing practices and multicultural marketing standards.
- Hispanic Marketing CouncilcoreFounding agency member of HMC, participating in initiatives to advance Hispanic marketing practices and industry standards.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Lopez Negrete Communications competitors and assessment
Company assessmentDirect peers
- Alma: McDonald's national Hispanic agency of record and one of the largest independent Hispanic-focused creative agencies in the U.S. Competes directly with Lopez Negrete for Fortune 500 Hispanic AOR assignments and is already a partner in the Navigation Boulevard consortium.
- Casanova//McCann: Hispanic/multicultural full-service creative agency within the McCann Worldgroup network. Competes for the same Fortune 500 Hispanic AOR assignments as Lopez Negrete while offering holding-company scale and integrated production capabilities.
- d expósito & Partners: Independent Hispanic-focused full-service advertising agency with a similar New York-rooted Fortune 500 client roster. Directly comparable on agency model, multicultural creative specialization, and AOR competition.
- Republica Havas: Multicultural creative agency within the Havas network, serving Fortune 500 clients across Hispanic and broader multicultural audiences. Comparable offering to Lopez Negrete, but with holding-company infrastructure backing.
- Lápiz: Hispanic-focused creative agency serving major U.S. brands with culturally grounded storytelling. Closely comparable to Lopez Negrete on target market, creative specialization, and Fortune 500 client mix.
- Bromley Communications: San Antonio-based Hispanic full-service advertising agency with long-standing Fortune 500 clients. Directly comparable as an independent Hispanic-specialist agency competing for similar AOR assignments.
- Acento Advertising: Independent Hispanic-focused creative advertising agency with enterprise clients across CPG, QSR, and retail. Directly comparable on niche specialization, target demographic, and AOR competition.
- IW Group: Multicultural agency with deep Asian American and cross-cultural expertise serving Fortune 500 clients. Comparable on multicultural specialization and enterprise AOR model, though with a different primary ethnic niche.
Broad incumbents
- Saatchi & Saatchi (Hispanic/multicultural practice): Global advertising network with multicultural and Hispanic marketing capabilities within its U.S. offering. Represents the broader incumbent competition — not Hispanic-specialist, but competes for the same multicultural AOR budgets at holding-company scale.
Emerging players
- Canvas Worldwide: Media planning and buying agency partnered with Lopez Negrete on the Navigation Boulevard consortium for McDonald's Hispanic media. Adjacent peer on media-buying layer of the same multicultural campaigns, illustrating collaboration rather than head-to-head creative competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Lopez Negrete Communications social profiles
Digital presenceLopez Negrete Communications financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lopez Negrete Communications leadership team
Management profileNumber of profiles
Profiles7 records
Lopez Negrete Communications funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lopez Negrete Communications M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lopez Negrete Communications
What does Lopez Negrete Communications do?
Lopez Negrete Communications is a full-service advertising and marketing agency that provides strategic planning, brand strategy, creative and production, research and consumer insights, media planning and buying, digital/social/mobile marketing, public relations, and promotions to Fortune 500 brands seeking to reach U.S. Hispanic consumers. The agency also operates the Latino Network of Creators, a proprietary platform that connects brands with Latino content creators and influencers.
Is Lopez Negrete Communications a public or private company?
Lopez Negrete Communications is a private company. It is classified as family owned and is currently operating.
When was Lopez Negrete Communications founded?
Lopez Negrete Communications was founded in 1985. It employs 51 to 100 people.
Where is Lopez Negrete Communications based?
Lopez Negrete Communications is headquartered in Houston, United States, in the North America region.
How does Lopez Negrete Communications make money?
One revenue line is on record: advertising and Marketing Services.
Who are Lopez Negrete Communications's main competitors?
Direct peers on record are Alma, Casanova//McCann, d expósito & Partners, Republica Havas, Lápiz, Bromley Communications, Acento Advertising and IW Group. Saatchi & Saatchi (Hispanic/multicultural practice) is listed as a broad incumbent. Canvas Worldwide is listed as an emerging player.
Does Lopez Negrete Communications have an API?
No public API is recorded for Lopez Negrete Communications.
What industry is Lopez Negrete Communications in?
Lopez Negrete Communications's product category is Hispanic Advertising and Multicultural Marketing Services. Its primary akta.pro industry code is MPAAAAAK, Multicultural & Diversity Marketing Creative Agencies, with a secondary code of BPAFAAAD, Digital Performance Marketing (SEM, Paid Social, Programmatic). Its NAICS code is 54181 and its SIC code is 7310.