• by Tanya Gazdik , August 11, 2022

Following a competitive request for proposal process, Hyundai Motor America has selected Lopez Negrete Communications as its U.S. Hispanic marketing agency of record.

The Houston-based agency, which is independent and Hispanic-owned and operated, will handle the business, which includes developing strategic marketing solutions to engage with diverse Latino audiences nationwide. 

The agency will begin general brand work immediately, followed by vehicle specific launches, starting with the Tucson compact SUV.  The assignment also includes providing experiential and social media strategy, and consulting on media buying decisions. 

Hyundai previous worked with LatinWorks and Omnicom's Del Rivero Messianu DDB, Miami for marketing that targets Hispanic consumers. 

The automaker selected independent and minority- and female-owned Culture Brands as its first African American marketing agency of record in May 2021 and launched its first campaign aimed at African American consumers in October. 

Hyundai’s overarching brand ethos of “progress for humanity” includes relating to multicultural communities in culture and in language, says Angela Zepeda, CMO, Hyundai Motor America.

The automaker aims to communicate with Latino audiences nationwide with a more strategic approach that makes it more relatable, she says.

According to Autoproyecto and other reports, Hispanics represent 18% of the U.S. population, yet account for 24% of all car sales and have the potential to buy more cars over their lifetime than non-Hispanics.

The Hispanic population in America is currently around 61 million, and Nielsen projects that Hispanics will contribute more growth than any other population segment in the U.S., comprising 53% in just the next five years, according to Intermark Automotive.

Landing the account is an “important milestone” for the agency, says Alex López Negrete, president and CEO of Lopez Negrete Communications.

He says the automaker is “unquestionably committed to the segment, very much values and understands the power of multicultural insights, and has a real grasp of the opportunity that exists within our market.”

Lopez Negrete, which claims to be the nation’s largest independent, Hispanic-owned and operated, full-service agency, says it applies cultural intelligence to inspire work that matters and engages Latino consumer. 

The agency, which has been in existence for 37 years, is a founding agency member of the ANA’s Alliance for Inclusive and Multicultural Marketing.

Its other clients include Bank of America, Walmart, McDonald’s, Sam’s Club, Mattress Firm, Phillips 66 Company, Motiva Enterprises LLC and United Airlines.