May 19, 2001

As López Negrete collects awards and recognition for creative excellence from the Telly Awards, Addy Awards, Imagen Awards, and American Marketing Association Crystal Awards, the agency ads to its pool of creative talent.

"We are committed to providing our clients with the freshest, most insightful Hispanic marketing expertise and it is our strategy to continually identify and recruit talented professionals in all areas of our business," says agency President and Chief Creative Officer Alex López Negrete.

Juan Carlos "Jack" Richmond, a native of Mexico City, joins the agency as Creative Director. Richmond was previously a commercial film director for Focus Films. His career in advertising includes having been creative director at J. Walter Thompson, Ogilvy & Mather and Maqueda-Gibert, all in Mexico City where his work won awards at the New York Festival and the Clios. Richmond is a graduate of the New York Film Academy.

Richmond is an accomplished producer and director of award-winning television and cinema ad campaigns that heightened sales for clientele in Mexico and Latin America. His past client roster includes American Express, Kellogg’s, Kimberly Clark, Nestlé and Ford Motor Company.

"Jack adds a completely new dimension to our team with his experience as a film director," says López Negrete. "We continue to grow and add to our creative front line in order to expand the circle of our industry from a creative perspective."

Richmond’s philosophy is that creative has to be aggressive and strong and has to, first and foremost, win over the heart of the Hispanic customer. Richmond’s talent and passion for the Hispanic market can be seen in the new advertising campaign for Bank of America entitled 'Mind Reader' and in the Tyson Foods television campaign.
López Negrete also has recruited Abe Garcia as senior art director. Garcia was most recently an art director at GarciaLKS360° in San Antonio, TX. While there, he worked on accounts including Papa John’s Pizza, Anheuser Busch, and George W. Bush’s Presidential campaign.

"Abe brings strong talent for new media, a fresh combination of cutting-edge design style, and very Hispanic cultural cues. He will be a key member in our creative department," says López Negrete. "Not only does he bring his experience in Hispanic marketing, but also his passion and interest to always improve the craft."

Garcia’s design, art direction and concept contributions will be seen soon as he develops the new design and structure for the agency’s Web site.

"It is our responsibility to our clients to find bright new talent and to bring them to the table. It’s our biggest challenge, but with Jack and Abe, we have definitely unearthed a couple of jewels," said López Negrete.

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