Since co-founding Lopez Negrete Communications in 1985 in Houston, Texas with his wife Cathy, Alex López Negrete has relied on his business savvy and his passion and vision for Hispanic marketing to steer the firm to becoming the nation’s largest Hispanic advertising agency and one of the most influential multicultural marketing agencies in the country with capitalized billings of $275 million, over 250 employees and offices in Houston, Mexico City, Los Angeles and New York. Born in Houston and raised in Mexico City, Alex is a true bicultural, so from the very beginning he championed the thought 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, particularly for the agency’s clients, who have included the likes of Wal-Mart Stores, Verizon, Samsung. Microsoft, MillerCoors, Bank of America, Dr Pepper Snapple Group, Kraft Foods, Tyson Foods, NBC Universal Motion Pictures Group, and Sonic Drive-Ins, among others. Over the past thirty years, Alex has served on several committees and nonprofit boards, including having served 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, chairman emeritus of the Houston Hispanic Chamber of Commerce, and past chairman of AHAA. He has also been honored with many awards for his professional achievements, some of which include the American Advertising Federation’s prestigious Silver Medal Award, the Leadership Award from AHAA, induction into the Southwest Advertising Hall of Fame and twice received the coveted “Agency Executive of the Year” award from HispanicAd.com, among others.