Wednesday, February 23, 2011

Verizon Communications Picks Lopez Negrete for Hispanic Business

NEW YORK (AdAge.com) -- Verizon Communications is moving its estimated $40 million to $50 million U.S. Hispanic account to independent Lopez Negrete Communications from incumbent GlobalHue after one of the biggest reviews in the Hispanic market this year.


GlobalHue is expected to keep the Verizon Wireless portion of the account, as well as the African-American agency of record assignment.


GlobalHue has experienced a great deal of management turmoil over the years on the Hispanic side of its business, which accounts for about half of the company´s revenue, but the last year has been unusual even for GlobalHue. Gustavo Razzetti left in July after barely a year as president of GlobalHue Latino and GlobalHue New York. Laura Marella, vice chairman of GlobalHue Latino, departed in early September. Right after that, the agency announced that GlobalHue founder and CEO Don Coleman would become general manager of both the New York and Southfield, Mich., offices. In late September, Media Director Nelson Garcia left the company.


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