Hispanic Ad Pioneer Alex López Negrete To Be Inducted into the American Advertising Federation Advertising Hall of Fame Class of 2025

Alex López Negrete, Hispanic marketing and advertising executive and co-founder, president and chief executive officer of one of the nation’s premier Hispanic-owned and -operated full-service agencies, Lopez Negrete Communications, will be inducted into the American Advertising Federation Advertising Hall of Fame Class of 2025. The Advertising Hall of Fame recognizes the most accomplished and influential figures in advertising and is considered the industry’s highest, most revered honor.

Alex co-founded the agency with his wife and partner, Cathy, in 1985 with the unwavering vision that remains today of bridging the gap between corporate America and Hispanic consumers with communications that empower each to achieve their goals.

“To say I am overwhelmed with awe and gratitude would be an understatement,” said López Negrete. “One hundred percent of this achievement is due to the support of my beloved partner in life and business, Cathy, and the talented and fearless people who, over decades, have made the magic happen for our clients. As one of a small handful of Latino inductees in the Advertising Hall of Fame’s history, this recognition represents more than personal achievement. It is a testament to the power of authentic multicultural marketing and the importance of diverse voices shaping our industry’s future.”

With a deep commitment to understanding the Hispanic consumer, Alex has woven the rich tapestry of this community into the fabric of America’s advertising and marketing landscape. The agency’s innovative campaigns have not only elevated brands and launched careers but also have fostered a greater understanding and appreciation of the nuances of the Hispanic community. Alex and the agency have represented and worked for a veritable who’s who of American industry and commerce, including Bank of America, Hyundai Motor America, Mattress Firm, Baylor College of Medicine, Unilever, Total Wine and More, H-E-B, Microsoft, Verizon, Samsung, Walmart, McDonald’s, Sam’s Club, Phillips 66 Company, Motiva Enterprises LLC, Fiat Chrysler Automobiles, Dr Pepper Snapple Group, Kraft Foods and many others.

“My success and the agency’s success have always been intertwined with our commitment to community service because we understand that our responsibility extends beyond the boardroom to the communities we come from, represent, and serve,” added López Negrete. “Our clients understand that speaking to a specific demographic in-culture and in-language means more than translating copy. It means honoring and elevating our communities’ stories. Even after four decades in this industry, I feel like I am just getting started because there are still so many barriers to break and paths to forge for the next generation of diverse advertising leaders.”

This year’s Advertising Hall of Fame honorees were chosen following a rigorous review overseen by a Council of Judges comprised of an esteemed group of industry leaders and fellow members of the Hall of Fame. Other inductees include:

• Linda Boff, chief executive officer, Said Differently
• John Hayes, executive partner, Ethos Capital, formerly of American Express
• David Lubars, chief creative officer, BBDO
• Raja Rajamannar, chief marketing and communications officer, Mastercard
• Lisa Sherman, president and chief executive officer, The Ad Council
• Rishad Tobaccowala, author, speaker, advisor, formerly of Publicis Groupe
• Susan Wojcicki (1968-2024), chief executive officer, YouTube
• Mars, Inc., global leader in consumer-packaged goods.

“Celebrating the induction into the AAF Advertising Hall of Fame is the ‘biggest night in advertising,'” said Steve Pacheco, President & CEO, American Advertising Federation, “and one of the ways we celebrate this ever-changing, amazing industry that we work in and clients that we work for.”