Forty years ago, Alex López Negrete saw an opportunity to represent the Hispanic market and provide strategic direction to some of the biggest names in corporate America.

The Houston-based Lopez Negrete Communications, cofounded with his wife Cathy, is now the largest independently owned and operated Hispanic advertising firm in the country. López Negrete has been recognized over the years for his leadership in the space. Most recently, he was inducted into the American Advertising Federation Advertising Hall of Fame Class of 2025.

His work is far from over. Latinos are the fastest-growing segment with undeniable economic power. Yet there is still a need to educate corporate America on how to reach the community.

López Negrete, ever optimistic, looks toward growth. Reaching Latinos is not about checking a box. Marketers seek growth, and López Negrete knows the Latino community is opportunity they need to fully embrace.