HOUSTON, April 6 /PRNewswire/ -- Lopez Negrete Communications, Inc., one of the nation's leading and largest independent Hispanic owned and operated agencies, has again won the Gold in the "Multicultural" category at the American Research Federation (ARF) 2010 David Ogilvy Awards ceremony for its Hispanic Heritage Month campaign launched for the agency's largest client, Walmart Stores. This is only the second year that the award category Multicultural has been offered by the ARF. Lopez Negrete won the Gold last year for Bank of America.
"This is an important award because it demonstrates our core ability to execute extraordinary, breakthrough creative that's grounded in the solid fundamentals of research, actionable consumer insights and the powerful communication of key product truths," said Alex Lopez Negrete, president, CEO and CCO. "One of the wonderful things about this particular campaign is that it's a fully integrated body of work that contains mass media, digital/interactive, and community relations elements, yet another example of how effective Hispanic marketing is in touching the consumer in a channel agnostic, seamless manner."
The winning campaign revolves around leveraging Hispanic Heritage Month in order to acknowledge the importance of Hispanics to Walmart as customers, associates and as vital components in the future of the U. S., as well as to increase awareness of Walmart's long-term commitment to the Hispanic community. The body of research led to the positioning statement, "the greatest heritage is a good education," which inspired a 360 degree involvement from the agency and positioned Walmart as a retail resource to the Hispanic consumer far beyond a retail entity that helps Mom save money so she and her family can live better lives. The campaign demonstrates that Walmart ultimately is a committed partner in the success of her family through education.
"The Ogilvy celebrates breakthrough moments when creative inspiration and research insights combine to produce a spectacular marketing campaign. That's exactly what we're being recognized for in the campaign, the unearthing of the unified Hispanic claim that 'the greatest heritage is a good education' and the continuous commitment from Walmart to our Hispanic community," said Eugenia Archetti, research director at Lopez Negrete.
The Lopez Negrete team that realized the campaign includes Alex Lopez Negrete, Frank Sendra, Adalis Arroyo, Fernando Morales, Miguel Serrano, Eirasmin Lopkez-Cobo, Eugenia Archetti, Javier Gonzalez-Herba, and Lalo Wakefield.
SOURCE Lopez Negrete Communications, Inc.