Alex López Negrete is President, Chief Executive Officer, and Co-Founder of Lopez Negrete Communications, one of the nation’s leading Hispanic-owned full-service advertising agencies. Since founding the Houston-based agency alongside his wife and business partner, Cathy López Negrete, in 1985, he has spent more than four decades helping national brands connect deeply and authentically with U.S. Hispanic audiences through culturally relevant marketing that drives business growth.

Today, Alex remains actively involved in providing strategic counsel and creative direction across the agency’s client portfolio, which includes Bank of America, H-E-B, Hyundai Motor America, McDonald’s Corporation, Baylor College of Medicine, CommonSpirit Health, Total Wine & More, and The Scotts Miracle-Gro Company. Over the years, Lopez Negrete Communications has partnered with many of the nation’s most recognized brands, including Walmart, Verizon, Microsoft, Samsung, Unilever, and Dr Pepper Snapple Group.

Alex is the creator of the agency’s proprietary philosophy, Maximum Return on Cultural Intelligence™, a framework that positions culture as a powerful driver of business performance, brand relevance, and long-term growth. Throughout his career, he has championed the evolution of multicultural marketing as a business discipline and helped shape a generation of bilingual and bicultural marketing leaders.

His contributions have earned recognition both within the advertising industry and beyond. He was named to the President’s Advisory Committee on the Fine Arts for the John F. Kennedy Center for the Performing Arts by President George W. Bush and was honored by the Government of Mexico with the Ohtli Award, the highest distinction bestowed upon civilians of Mexican descent living abroad, in recognition of his commitment to and support of the Mexican American and Latino community in the United States. In 2021, he received the Distinguished Alumni Award from the University of Houston, and in 2025, he was inducted into the American Advertising Federation’s Advertising Hall of Fame, one of the advertising industry’s highest individual honors.

Committed to creating opportunities for future generations, Alex and Cathy established the Lopez Negrete Hispanic Marketing Education Fund in partnership with the Advertising Education Foundation of Houston, the charitable foundation of the American Advertising Federation. The scholarship supports students pursuing careers in Hispanic marketing and advertising.

Beyond the agency, Alex serves on the boards of the Greater Houston Partnership, the Latino Donor Collaborative, and the Hispanic Marketing Council, where he has twice served as Chairman and is currently serving his third term as a board member. He is also a founding member of the ANA’s SeeAll Marketing Alliance (SAMA).

Born in Houston and raised in Mexico City, Alex resides in Houston with Cathy. They have two children, Michelle and Patrick, and three grandchildren, Mia Marie, Catherine Josephine, and Oliver Charles.

Sue De Lopez is Vice President of Marketing at Visit San Antonio, where she leads brand strategy and integrated marketing efforts to elevate San Antonio as a premier global destination. With more than 30 years of experience in marketing and advertising, including leadership roles with global agencies and consultancies, Sue has built her career at the intersection of brand growth, cultural relevance, and inclusive storytelling.

A passionate advocate for the power of marketing to create meaningful connections, Sue champions work that authentically reflects diverse audiences while delivering measurable business and economic impact. She believes brands can be both a Force for Growth and a Force for Good, using creativity, culture, and purpose to strengthen communities and inspire people.