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.
Collection contains Spanish-language newspaper from Washington, D.C spanning the years 1982-1987. They cover topics concerning the D.C. Latino community.
Scope and Contents:
The collection consists of two Spanish language newspapers in Washington, D.C. from 1982-1987. These publications reflect the culture, activities and concerns of the Latino population. The materials are arranged first by publication and then in chronological order.
Arrangement:
The collection is arranged into one series.
Biographical / Historical:
Jose Sueiro was born in New York City in 1952. After his parents' divorce, his mother moved to Spain and his father, a diplomat, worked on union organizing in Latin America. As a youth Sueiro lived in Spain, Mexico, Panama and Peru. In the early 1970s, he settled in Washington, D.C. and completed a bachelor's degree that included studies at George Washington and American Universities. During this period Suiero started a Hispanic theater program at American University which later developed into Gala Hispanic Theatre. He went on to become a city counselor, soccer coach, director of the Latin American Youth Center, and also worked for the federal Vista program.
In 1978, using the knowledge he acquired about the Latino community, he created the monthly newspaper El Latino with partner Fernando Leonzo. At age 32, Sueiro married a graphic designer at the paper. El Latino struggled until February 1991, when it ceased publication. Sueiro later went on to create the newspaper La Nación. Jose Sueiro was born in New York City in 1952. After his parents' divorce, his mother moved to Spain and his father, a diplomat, worked on union organizing in Latin America.
As a youth Sueiro lived in Spain, Mexico, Panama and Peru. In the early 1970s, he settled in Washington, D.C. and completed a bachelor's degree that included studies at George Washington and American Universities. During this period Suiero started a Hispanic theater program at American University which later developed into Gala Hispanic Theatre. He went on to become a city counselor, soccer coach, director of the Latin American Youth Center, and also worked for the federal Vista program.
In 1978, using the knowledge he acquired about the Latino community, he created the monthly newspaper El Latino with partner Fernando Leonzo. At age 32, Sueiro married a graphic designer at the paper. El Latino struggled until February 1991, when it ceased publication. Sueiro later went on to create the newspaper La Nación.
Provenance:
Donated to the Archives Center in 2011 by Jose Sueiro.
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.
Jose Sueiro Collection of Washington, D.C. Spanish Language Newspapers, 1985-1987 (bulk 1985-1987), Archives Center, National Museum of American History.
