Luis Vasquez

A live panel discussion moderated by Alex López Negrete, President, CEO and Co-Founder of Lopez Negrete Communications, the nation's leading independent Hispanic-owned full-service agency. In under two years, Lopez Negrete has built one of the most decorated bodies of work for the Texas Latino consumer in the grocery category for H-E-B. From the first brand campaign through Lent, Tropical Fruit, Holiday, and the World Cup, the work keeps sweeping the American Advertising Awards. This panel goes behind the award shelf to show how it actually gets made. Instead of one case study, the agency's leadership walks through the connected body of work and the cultural strategy behind it. The premise is simple: H-E-B isn't a store in your community; it's your community in the form of a store. The panel traces how that idea becomes campaigns that move the Texas Latino consumer.

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On the Panel

• Patrick López Negrete, Strategy
• Luis Vasquez, Creative
• Angela Beltran, Brand Leadership
• Moderated by Alex López Negrete, President, CEO and Co-Founder‍

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What You'll Take Away

The conversation moves the way the work actually gets done: from client needs and situation, to strategy, to concept and execution. That is where a culturally grounded idea gets tested and either survives or dies. Attendees will hear how the team finds the cultural truth inside a category, how they avoid the sappy, stereotypical trap that plagues so much multicultural advertising, and how every campaign has to clear one non-negotiable bar: it must feel unmistakably on-brand for H-E-B. The result is work that is both culturally true and unique to the brand. Honest, unscripted, and built for anyone who wants their work to connect with the Texas Latino consumer, part of the fastest-growing segment in the country.