Guide to the López Negrete Communications Advertising Collection

Summary
Collection ID:
NMAH.AC.1413
Creators:
Lopez Negrete Communications (Houston, Texas)
Dates:
1988 - 2015
Languages:
English
The majority of the collection's content is in Spanish.
Physical Description:
14 Cubic feet
Repository:
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
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
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
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.

Administration
Processing Information
Collection processed by María Daniela Jiménez, LMSP Fellow, Summer 2017, under the direct supervision of Alison Oswald.
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
Existence and Location of Copies
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.
Author
María Daniela Jiménez
Immediate Source of Acquisition
Collection donated by López Negrete Communications, 2016.

Using the Collection
Preferred Citation
López Negrete Communications Advertising Collection, 1988-2015, Archives Center, National Museum of American History.
Conditions Governing Use
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.
Conditions Governing Access
Collection is open for research.

Keywords
Keywords table of terms and types.
Keyword Terms Keyword Types
Posters -- 1980-2010 Type Search Smithsonian Collections Search ArchiveGrid
advertising -- Department stores Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic American business enterprises Topic Search Smithsonian Collections Search ArchiveGrid
Latinos in American society and culture Topic Search Smithsonian Collections Search ArchiveGrid
advertising -- Banks Topic Search Smithsonian Collections Search ArchiveGrid
mexican Americans and mass media Topic Search Smithsonian Collections Search ArchiveGrid
Advertising agencies -- 20th century Topic Search Smithsonian Collections Search ArchiveGrid
advertising -- Computers Topic Search Smithsonian Collections Search ArchiveGrid
Advertising campaigns Topic Search Smithsonian Collections Search ArchiveGrid
Born digital Type Search Smithsonian Collections Search ArchiveGrid
Advertising history Topic Search Smithsonian Collections Search ArchiveGrid
Minorities in advertising Topic Search Smithsonian Collections Search ArchiveGrid
Mexican American business enterprises Topic Search Smithsonian Collections Search ArchiveGrid
advertising -- Food Topic Search Smithsonian Collections Search ArchiveGrid
advertising -- Transportation Topic Search Smithsonian Collections Search ArchiveGrid
Advertising agencies -- 21st century Topic Search Smithsonian Collections Search ArchiveGrid
Oral history -- 2010-2020 Type Search Smithsonian Collections Search ArchiveGrid
Minorities in advertising -- 1950-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic Americans and mass media Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic American consumers Topic Search Smithsonian Collections Search ArchiveGrid
Posters -- 20th century Type Search Smithsonian Collections Search ArchiveGrid
Texas -- 20th century Place Search Smithsonian Collections Search ArchiveGrid
Hispanic American mass media Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic American businesswomen Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic American capitalists and financiers Topic Search Smithsonian Collections Search ArchiveGrid
advertising -- Groceries Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic Americans -- 1950-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic American businesspeople Topic Search Smithsonian Collections Search ArchiveGrid
Print advertising Type Search Smithsonian Collections Search ArchiveGrid
Goya Foods, Inc. Corporate Name Search Smithsonian Collections Search ArchiveGrid
Bank of America Corporate Name Search Smithsonian Collections Search ArchiveGrid
Houston Metropolitan Transit Authority Corporate Name Search Smithsonian Collections Search ArchiveGrid
Tyson (Firm) Corporate Name Search Smithsonian Collections Search ArchiveGrid
Wal-Mart (Firm) Corporate Name Search Smithsonian Collections Search ArchiveGrid
Fiesta Mart Corporate Name Search Smithsonian Collections Search ArchiveGrid
Nationsbank Corporate Name Search Smithsonian Collections Search ArchiveGrid
Microsoft Corporation Corporate Name Search Smithsonian Collections Search ArchiveGrid
Circle K Corporation Corporate Name Search Smithsonian Collections Search ArchiveGrid

Repository Contact
Archives Center, National Museum of American History
P.O. Box 37012
Suite 1100, MRC 601
Washington, D.C. 20013-7012
archivescenter@si.edu
http://americanhistory.si.edu/archives