López Negrete Communications Advertising Collection
name: label: Creator
content: Lopez Negrete Communications (Houston, Texas)
label: Names
content: Bank of America
label: Names
content: Circle K Corporation
label: Names
content: Fiesta Mart
label: Names
content: Goya Foods, Inc.
label: Names
content: Houston Metropolitan Transit Authority
label: Names
content: Microsoft Corporation
label: Names
content: Nationsbank
label: Names
content: Tyson (Firm)
label: Names
content: Wal-Mart (Firm)
place: label: Place
content: Texas -- 20th century
topic: label: Topic
content: advertising -- Department stores
label: Topic
content: Hispanic American business enterprises
label: Topic
content: Latinos in American society and culture
label: Topic
content: advertising -- Banks
label: Topic
content: mexican Americans and mass media
label: Topic
content: Advertising agencies -- 20th century
label: Topic
content: advertising -- Computers
label: Topic
content: Advertising campaigns
label: Topic
content: Advertising history
label: Topic
content: Minorities in advertising
label: Topic
content: Mexican American business enterprises
label: Topic
content: advertising -- Food
label: Topic
content: advertising -- Transportation
label: Topic
content: Advertising agencies -- 21st century
label: Topic
content: Minorities in advertising -- 1950-2000
label: Topic
content: Hispanic Americans and mass media
label: Topic
content: Hispanic American consumers
label: Topic
content: Hispanic American mass media
label: Topic
content: Hispanic American businesswomen
label: Topic
content: Hispanic American capitalists and financiers
label: Topic
content: advertising -- Groceries
label: Topic
content: Hispanic Americans -- 1950-2000
label: Topic
content: Hispanic American businesspeople
acqinfo: label: Provenance
content: Collection donated by López Negrete Communications, 2016.
creator: label: Creator
content: Lopez Negrete Communications (Houston, Texas)
setName: label: See more items in
content: López Negrete Communications Advertising Collection
abstract: label: Summary
content: 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.
bioghist: label: Biographical / Historical
content: 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.
physdesc: label: Extent
content: 14 Cubic feet
unitdate: label: Date
content: 1988 - 2015
dataSource: label: Archival Repository
content: Archives Center, National Museum of American History
identifier: label: Identifier
content: NMAH.AC.1413
objectType: label: Type
content: Collection descriptions
label: Type
content: Archival materials
label: Type
content: Posters
label: Type
content: Born digital
label: Type
content: Oral history
label: Type
content: Print advertising
arrangement: label: Arrangement
content: 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
processinfo: label: Processing Information
content: Collection processed by María Daniela Jiménez, LMSP Fellow, Summer 2017, under the direct supervision of Alison Oswald.
altformavail: label: Existence and Location of Copies
content: Collection contains born digital files of oral history interviews with Javier Gonzalez Herba, Alex López Negrete, and Cathy López Negrete. The interviews are available in the Smithsonian Institutions' Digital Asset Management System (DAMS).  See repository for details.
genre_format: label: Genre/Form
content: Posters -- 1980-2010
label: Genre/Form
content: Born digital
label: Genre/Form
content: Oral history -- 2010-2020
label: Genre/Form
content: Posters -- 20th century
label: Genre/Form
content: Print advertising
scopecontent: label: Scope and Contents
content: 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.
separatedmaterial: label: Separated Materials
content: The Division of Work and Industry holds the following artifacts related to this collection:

Coin, Accession #: 2015.0305.01

Paperweight, Accession #: 2015.0305.02