To understand clients is to understand the philosophy of the company and to create platforms that make brands grow is part of the discipline of the López Negrete agency, according to the explanation given by Fernando Osuna, CCO of the firm. Osuna in an interview with PRODU points out that they don’t claim to be just another agency and that their seal has been to listen to brands and contribute with work that really does something. “Brands have grown together with us. We are and will always be a Hispanic agency that does things thinking as Hispanics and thinking about this millennial who nowadays does the job that transcends.” Regarding the Hispanic consumer, Osuna highlights that most of the brands are taking into consideration for the future what comes from these millennials who will be mostly Hispanic. “A new trend is being created in which Hispanic culture is mixing. Before, the issue was how Hispanic culture joined the North American idiosyncrasy, but nowadays it isn’t. There is a new way of thinking. What is interesting is to know that the client seeks to know what the Hispanic millennial is doing”. He is worried that the term Total Market is being manipulated as if it was the general market, which would be a setback. “Total market is a good speech to save money. You will always need to be able to understand who your target is, what you are going to tell them, and you are going to need agencies that understand this market”.
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