Alex López Negrete Advocates for Reflective Marketing
Forty years ago, Alex López Negrete saw an opportunity to represent the Hispanic market and provide strategic direction to some of the biggest names in corporate America.
The Houston-based Lopez Negrete Communications, cofounded with his wife Cathy, is now the largest independently owned and operated Hispanic advertising firm in the country. López Negrete has been recognized over the years for his leadership in the space. Most recently, he was inducted into the American Advertising Federation Advertising Hall of Fame Class of 2025.
His work is far from over. Latinos are the fastest-growing segment with undeniable economic power. Yet there is still a need to educate corporate America on how to reach the community.
López Negrete, ever optimistic, looks toward growth. Reaching Latinos is not about checking a box. Marketers seek growth, and López Negrete knows the Latino community is opportunity they need to fully embrace.
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About Our Guest
Since co-founding Lopez Negrete Communications in 1985, Alex López Negrete has been a pioneering force in multicultural marketing. With his wife and business partner, Cathy, Alex built the Houston-based firm into the largest independently owned Hispanic advertising and communications agency in the U.S. With nearly 100 employees, the agency has earned a reputation for delivering culturally nuanced, in-language campaigns that connect with the U.S. Hispanic market on a deep level.
As president and CEO, Alex has guided the agency’s strategy and creative direction for nearly four decades. Under his leadership, Lopez Negrete Communications has represented a “Who’s Who” of American brands—including Bank of America, Hyundai, McDonald’s, Walmart, Verizon, Microsoft, Dr Pepper Snapple Group, and many more. The agency has received hundreds of awards for its creative and strategic excellence at every level of the industry.
Alex has been widely recognized for his contributions to advertising and community leadership. He has received honors such as the AAF Silver Medal, the NFL Hispanic Heritage Leadership Award, the Mosaic Champion Award, and the prestigious Ohtli Award from the Mexican government. He was also inducted into the Culture Marketing Council Hall of Fame and the Southwest Advertising Hall of Fame.
Beyond advertising, Alex has remained committed to service. He sits on the boards of the Latino Donor Collaborative, the Hispanic Marketing Council, and the Greater Houston Partnership, among others. He is also a founding member of the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM).
In 2008, Alex and Cathy created the Lopez Negrete Hispanic Marketing Education Fund to support students pursuing careers in Hispanic marketing. They continue to advocate for representation, diversity, and equity in the industry.
Born in Houston and raised in Mexico City, Alex lives in Houston with Cathy. They are proud parents and grandparents and remain devoted to both their family and their mission to uplift Latino voices through meaningful storytelling and impact-driven work.
