Creative

Cases

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  Dos Equis "Ni Perdón, Ni Permiso" | Case Study

  Dos Equis

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  HMA IONIQ Lineup 'Cautionary Tales' | Case Study

  Hyundai Motor America

News

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  13 creative campaigns to know about for Hispanic Heritage Month

  Hispanic Heritage Month isn’t just a celebration of culture—it’s also a time to recognize how Latino identity is shaping modern marketing. Across industries, brands are no longer treating Hispanic audiences as a monolith or an afterthought. Instead, they are crafting stories that speak to real experiences: multigenerational families, bicultural pride, ambition rooted in heritage and the power of community. To explore what’s resonating, AdAge asked Hispanic marketing and creative leaders to share their favorite recent advertising aimed at Latinos. Their selections—new campaigns as well as a few that are a year or two old—span emotional storytelling, social impact, humor and bold creativity, proof that the spectrum of Hispanic identity can’t be confined to a single narrative. And, for Lopez Negrete, 5 of the 13 featured campaigns belonged to us.

  AdAge, 10/15/2025

• forbes.com

  Every year, the American Advertising Federation celebrates industry legends by inducting them into its prestigious Advertising Hall of Fame. The 2025 class of honorees include Alex Lopez Negrete, co-founder and CEO of Lopez Negrete Communications, a leading US Hispanic advertising and marketing agency. Alex joins a select number of multicultural ad agency executives, including Bill Imada, Aaron Walton, Hector Orci, Daisy Expósito-Ulla, and Tere Zubizarreta, among others.

  Forbes, 03/28/2025

Clients

About

Lopez Negrete Communications, one of the nation's largest, independent Hispanic owned-and-operated full-service agencies, was built on a belief that now feels obvious: culture drives growth.

For 40 years, we’ve helped brands understand and engage the U.S. Latino community. Long before it was widely recognized, we were building the playbook, helping define a category the rest of the industry is still catching up to.

Our approach starts with real understanding - how people live, decide, and connect - and we turn it into ideas that don’t just reflect culture, but participate in it.

The result is work that feels right and performs right — because it’s built from the inside out, not retrofitted from the outside in.