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Collection Creator:

Lopez Negrete Communications (Houston, Texas)  Search this

Type:

Archival materials

Date:

2003-08 - 2003-08

Collection Restrictions:

Collection is open for research.

Collection Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Collection Citation:

López Negrete Communications Advertising Collection, 1988-2015, Archives Center, National Museum of American History.

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López Negrete Communications Advertising Collection

López Negrete Communications Advertising Collection / Series 4: Fiesta Mart, Inc. / 4.2: Fiesta Mart, Inc., A World of Difference

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep823231eb3-e57f-4ae9-b321-8e9c32e2894d

EDAN-URL:

ead_component:sova-nmah-ac-1413-ref41

Collection Creator:

Lopez Negrete Communications (Houston, Texas)  Search this

Container:

Map-folder 5

Type:

Archival materials

Date:

2002-09 - 2002-09

Collection Restrictions:

Collection is open for research.

Collection Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Collection Citation:

López Negrete Communications Advertising Collection, 1988-2015, Archives Center, National Museum of American History.

See more items in:

López Negrete Communications Advertising Collection

López Negrete Communications Advertising Collection / Series 4: Fiesta Mart, Inc. / 4.1: Fiesta Mart, Inc., Un cachito de lo nuestro/A Little Piece of Our Own

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8b56eda8d-2629-4a70-9052-e8e8f7cd696c

EDAN-URL:

ead_component:sova-nmah-ac-1413-ref36

Collection Creator:

Lopez Negrete Communications (Houston, Texas)  Search this

Type:

Archival materials

Date:

2003-08 - 2003-08

Collection Restrictions:

Collection is open for research.

Collection Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Collection Citation:

López Negrete Communications Advertising Collection, 1988-2015, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.1413, Subseries 4.2

See more items in:

López Negrete Communications Advertising Collection

López Negrete Communications Advertising Collection / Series 4: Fiesta Mart, Inc.

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep87772ac88-a610-4fd5-ab67-10625c85b239

EDAN-URL:

ead_component:sova-nmah-ac-1413-ref40

Collection Creator:

Lopez Negrete Communications (Houston, Texas)  Search this

Container:

Map-folder 17

Type:

Archival materials

Date:

2002-09 - 2002-09

Collection Restrictions:

Collection is open for research.

Collection Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Collection Citation:

López Negrete Communications Advertising Collection, 1988-2015, Archives Center, National Museum of American History.

See more items in:

López Negrete Communications Advertising Collection

López Negrete Communications Advertising Collection / Series 4: Fiesta Mart, Inc. / 4.1: Fiesta Mart, Inc., Un cachito de lo nuestro/A Little Piece of Our Own

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep85e32cec3-b0c1-45d8-ae02-8fab6411a93e

EDAN-URL:

ead_component:sova-nmah-ac-1413-ref39

Collection Creator:

Lopez Negrete Communications (Houston, Texas)  Search this

Type:

Archival materials

Date:

2002-09 - 2002-09

Scope and Contents:

The "Un cachito de lo nuestro/A Little Piece of Our Own" campaign features Mexican actress, María Victoria Cervantes

Collection Restrictions:

Collection is open for research.

Collection Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Collection Citation:

López Negrete Communications Advertising Collection, 1988-2015, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.1413, Subseries 4.1

See more items in:

López Negrete Communications Advertising Collection

López Negrete Communications Advertising Collection / Series 4: Fiesta Mart, Inc.

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8fd2fce1c-3032-4f56-b032-86fab011b75b

EDAN-URL:

ead_component:sova-nmah-ac-1413-ref35

Collection Creator:

Lopez Negrete Communications (Houston, Texas)  Search this

Container:

Map-folder 17

Type:

Archival materials

Date:

2002-09 - 2002-09

Collection Restrictions:

Collection is open for research.

Collection Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Collection Citation:

López Negrete Communications Advertising Collection, 1988-2015, Archives Center, National Museum of American History.

See more items in:

López Negrete Communications Advertising Collection

López Negrete Communications Advertising Collection / Series 4: Fiesta Mart, Inc. / 4.1: Fiesta Mart, Inc., Un cachito de lo nuestro/A Little Piece of Our Own

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep85f7da4a0-2d5d-4f29-9908-c277f51557cc

EDAN-URL:

ead_component:sova-nmah-ac-1413-ref38

Collection Creator:

Lopez Negrete Communications (Houston, Texas)  Search this

Type:

Archival materials

Date:

2002-09 - 2003-08

Collection Restrictions:

Collection is open for research.

Collection Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Collection Citation:

López Negrete Communications Advertising Collection, 1988-2015, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.1413, Series 4

See more items in:

López Negrete Communications Advertising Collection

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep85477c6d2-9d8f-40a4-8e94-46121e3ecc29

EDAN-URL:

ead_component:sova-nmah-ac-1413-ref146

Creator:

Lopez Negrete Communications (Houston, Texas)  Search this

Names:

Bank of America  Search this

Circle K Corporation  Search this

Fiesta Mart  Search this

Goya Foods, Inc.  Search this

Houston Metropolitan Transit Authority  Search this

Microsoft Corporation  Search this

Nationsbank  Search this

Tyson (Firm)  Search this

Wal-Mart (Firm)  Search this

Extent:

14 Cubic feet

Type:

Collection descriptions

Archival materials

Posters

Born digital

Oral history

Print advertising

Place:

Texas -- 20th century

Date:

1988 - 2015

Summary:

The López Negrete Communications Advertising Collection showcases the successful print advertising campaigns the communications agency undertook with major clients like Goya Foods, NationsBank, and Walmart. The advertising posters in this collection exemplify the agency's creativity in building on U.S. Latinos' everyday experiences to market American products and services. Alex and Cathy López Negrete, the founders of López Negrete Communications, made it their mission to use ethnographic approaches to better understand the U.S. Latino market which led to their success as the largest independently-owned Latino advertising agency in the country.

Scope and Contents:

The collection is made up of López Negrete Communications' large posters created as part of the print advertising campaigns for major American corporations and oral history interviews with Javier Gonzalez Herba, Alex López Negrete, and Cathy López Negrete. Transcripts for oral history interviews with Javier Gonzalez Herba and Alex López Negrete are available.

López Negrete Communications' clients include Fiesta Mart, Goya Foods, NationsBank (and its successor, Bank of America), Tyson Foods, and Walmart. The content of the posters serves as an example of the advertising agency's efforts to better understand the U.S. Latino market by engaging with Latinos' everyday experiences through ethnography and direct communication.

Arrangement:

The collection is divided into ten series.

Series 1: Background Materials, 2016

Series 2: Bank of America, 2000-2007

Series 3: Circle K, Totally Bueno, 2003

Series 4: Fiesta Mart, Inc., 2002-2003

Series 5: Goya Foods, Inc., 2003

Series 6: Houston Metropolitan Transit Authority (METRO), El camino a su destino/The Road to Your Destiny, 1988

Series 7: Microsoft, Nosotros vemos/We See, 2002

Series 8: NationsBank, 1994-1998

Series 9: Tyson Foods, 2001-2006

Series 10: Walmart, Inc. 1998-2015

Biographical / Historical:

Originally named Third Coast Marketing, López Negrete Communications was founded in 1985 by Alex and Cathy López Negrete. The advertising agency has been based in Houston, Texas since the beginning but has additional offices in Los Angeles and New York. López Negrete Communications is currently the largest independently-owned Latino advertising agency in the United States. It is known for drawing on the everyday lives and experiences of US Latino consumers in order to work with major corporate clients to market their products through effective communication and empowerment.

Separated Materials:

The Division of Work and Industry holds the following artifacts related to this collection:

Coin, Accession #: 2015.0305.01

Paperweight, Accession #: 2015.0305.02

Provenance:

Collection donated by López Negrete Communications, 2016.

Restrictions:

Collection is open for research.

Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Topic:

advertising -- Department stores  Search this

Hispanic American business enterprises  Search this

Latinos in American society and culture  Search this

advertising -- Banks  Search this

mexican Americans and mass media  Search this

Advertising agencies -- 20th century  Search this

advertising -- Computers  Search this

Advertising campaigns  Search this

Advertising history  Search this

Minorities in advertising  Search this

Mexican American business enterprises  Search this

advertising -- Food  Search this

advertising -- Transportation  Search this

Advertising agencies -- 21st century  Search this

Minorities in advertising -- 1950-2000  Search this

Hispanic Americans and mass media  Search this

Hispanic American consumers  Search this

Hispanic American mass media  Search this

Hispanic American businesswomen  Search this

Hispanic American capitalists and financiers  Search this

advertising -- Groceries  Search this

Hispanic Americans -- 1950-2000  Search this

Hispanic American businesspeople  Search this

Genre/Form:

Posters -- 1980-2010

Born digital

Oral history -- 2010-2020

Posters -- 20th century

Print advertising

Citation:

López Negrete Communications Advertising Collection, 1988-2015, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.1413

See more items in:

López Negrete Communications Advertising Collection

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8e8b897a3-3138-4617-b01c-d4723ea61c7a

EDAN-URL:

ead_collection:sova-nmah-ac-1413