Alex Lopez Negrete of Lopez Negrete: We Hispanics are the motor driving the total U.S. economy

Alex Lopez Negrete, president of the Hispanic ad agency Lopez Negrete, was one of the moderators invited to take part in the first day’s sessions of Geoscape’s 10th Annual New Mainstream Business Summit.In the discussion entitled The State of the Art in Marketing to Latinos, he was accompanied by Javier Delgado, multicultural marketing director of Walmart; Fabián Castro, senior VP of multicultural marketing at NBCUniversal; and Eliana Murillo, multicultural marketing director of Google.During his presentation, Lope Negrete said the United States is living a new reality, in which there no longer exists a general market separate from the minorities of multicultural markets, but rather all are integrated in a total market. “It’s undeniable that Hispanics are the driving force behind the total market, both economically and culturally,” but now is the time to focus on the “how,” because we already know the “what” he said.He signed off noting that when it comes time to define a strategy, tactics are more important than the strategy itself. Strategies are important, but if you can’t execute the right tactics, you lose, he said.