Alex Lopez Negrete: The value of the idea and the creative product were never more important than they are right now

Alex Lopez Negrete, president and CEO of Lopez Negrete Communications, and Fernando Osuna, executive creative director of the agency, met with PRODU after Osuna’s recent appointment and stressed the importance of ideas and the creative product in a market that is evolving in giant steps.As to his new position, Osuna told us that Lopez Negrete invited him to form a team. “Lopez Negrete Communications is already where it should be. Lopez Negrete’s next step forward is to let Alex concentrate on growing the agency while I totally focus on creative quality, so that our ideas continue being what Lopez Negrete has always wanted and required of us – the best ideas, powerful and with telling insights.”For his part, Lopez Negrete added that “our market is changing so fast that the value of the idea and the creative product were never more important than they are right now. As the agency owner I have to take decisions, and now I have to make sure the ideas are truly great because they have to work on every platform, whether we’re talking social networks, TV, print or radio. The importance of the idea has never been greater and the evolution of our industry has never been so swift, plus we have some very good competition out there. I’ve been doing this for 27 years and it’s time to let the next generation of creatives take over because they better understand this interactive, multimedia world. I love this industry and the creative product.”