Lopez Negrete Communications, Inc., one of the nation’s leading and largest independent Hispanic owned and operated agencies, has once again won the Gold in the “Multicultural” category at the American Research Federation (ARF) 2010 David Ogilvy Awards ceremony for its Hispanic Heritage Month campaign launched for the agency’s largest client, Walmart Stores. This is only the second year that the award category Multicultural has been offered by the Advertising Research Foundation (ARF). Lopez Negrete won the Gold last year for Bank of America.
“This is a very important award for us because it once again demonstrates our agency’s core ability to execute extraordinary, breakthrough creative that is grounded in the solid fundamentals of research, actionable consumer insights, and the powerful communication of key product truths,” said Alex López Negrete, president, CEO and chief creative officer of Lopez Negrete. “One of the wonderful things about this particular campaign is that it is a fully integrated body of work that contains mass media, digital/interactive, and community relations elements - yet another example of how effective Hispanic marketing is in touching the consumer in a channel agnostic, seamless manner.”
The winning campaign revolves around leveraging Hispanic Heritage Month (September 15 – October 15) in order to acknowledge the importance of Hispanics to Walmart as customers, associates and as vital components in the future of the United States, as well as to increase awareness of Walmart’s long-term commitment to the Hispanic community. The body of research led to the positioning statement, “the greatest heritage is a good education,” which in turn inspired 360-degree involvement from the agency and positioned Walmart as a retail resource to the Hispanic consumer far beyond a retail entity that helps Mom save money so she and her family can live better lives. The campaign demonstrated that Walmart ultimately is a committed partner in the success of her family through education.
The ARF Ogilvy Awards honor advertising research initiatives that were instrumental in developing outstanding marketing and advertising campaigns that achieved marketplace success. The criteria for the awards are based upon the application of research in four creative marketing elements: strategy development, creative development and refinement, the direction of media exposure, and demonstration of marketplace effectiveness. Named after advertising legend David Ogilvy, the awards annually celebrate his spirited advocacy of research in making good advertising better.
“The Ogilvy celebrates breakthrough moments when creative inspiration and research insights combine to produce a spectacular marketing campaign. That is exactly what we are being recognized for in the Hispanic Heritage Month campaign, the unearthing of the unified Hispanic claim that ‘the greatest heritage is a good education’ and the continuous commitment from Walmart to our Hispanic community,” said Eugenia Archetti, research director at Lopez Negrete.
This campaign is a good example of how a well-orchestrated research plan gets the insights, validation and measurement much needed in today’s corporate America. Eleven pieces of research were used to create and evaluate the campaign and include:
- Campaign Development (5)
o GRA’s Nationwide Hispanic Omnibus Study
o Lopez Negrete Communications’ Exploratory
o Lopez Negrete Communications’ Concept Development
o ARS Concept Testing
o AcuPOLL Concept Testing
- Campaign Measurement (6)
o Global Research Partner
o Social Quest Brand Anthem
o Walmart’s Online Track
o Walmart’s Sales Data
The Lopez Negrete team that realized the campaign includes Alex López Negrete, president, CEO and chief creative officer; Frank Sendra, executive group account director; Adalis Arroyo, executive group account director; Fernando Morales, account supervisor; Miguel Serrano, consumer insights and planning director; Eirasmin Lopkez-Cobo, account planner; Eugenia Archetti, research director; Javier Gonzalez-Herba, vice president/creative director; Lalo Wakefield, creative and integration director.
About Lopez Negrete Communications, Inc.
Lopez Negrete Communications, Inc. is an independent, Hispanic owned and operated full-service agency specializing in Hispanic marketing. Headquartered in Houston, Texas, with a second office in Los Angeles, Calif., the company’s billings for 2009 were estimated at $164 million. Since 1985, Lopez Negrete has offered a full range of advertising, marketing and public relations services to industry leaders, including Walmart Stores, Inc., Bank of America, Microsoft Corporation, Kraft Foods (Kraft Singles, Kraft Mayonnaise, Ritz Crackers), MillerCoors (Miller Lite), NBC Universal Motion Pictures Group, Dr Pepper Snapple Group, Tyson Foods, Guerrero Mexican Foods, Azteca Milling L.P., Sonic Drive-Ins, Reliant Energy, and others. With more than 170 employees, Lopez Negrete Communications, Inc. is a proven leader in providing fully integrated national Hispanic marketing and communications services.