Comcast and NBCUniversal: Many Voices, One Vision

14Want to do business at Comcastor NBCUniversal? Register yourbusiness today atwww.comcast.com/supplierdiversityand www.nbcunisuppliers.com.SUPPLIERS VENDORS PARTNERSOffering opportunitiesas diverse as ourbusiness partners.As the country’s second largest Hispanic marketing agency, Lopez NegreteCommunications has built its business on the understanding that there is no singleformula for marketing to Spanish-speaking audiences. That creative, nuancedapproach is what brought Lopez Negrete to the attention of NBCUniversal in2007. “They had the right mix of fresh thinking, passion for the business, andworld class media expertise,” Suzanne Cole, Executive Vice President forUniversal Pictures and Home Entertainment recalled. “The only thing they weremissing was an LA office.”“COMCAST-NBCUNIVERSAL REALLY VALUES WHAT DIVERSE SUPPLIERS BRINGTO THE TABLE,” SAID LOPEZ NEGRETE. “THEIR INTENT IS TRUE AND PUREWHEN THEY SAY THEY WANT TO ENGAGE MORE DEEPLY WITH A DIVERSEAUDIENCE. WITNESSING THE [DIVERSITY] IN PROGRAMMING HAS BEENPRETTY COOL— AND IT HAS BEEN LIFE CHANGING FOR OUR AGENCY.”That wasn’t a problem for long. As soon asLopez Negrete was awarded the Hispanic mediaplanning and buying business by NBCUniversalMotion Pictures Group, they opened a Burbankoffice where they could stay in close contactwith their new client. “We love to collaborate,”Alex López Negrete, President and ChiefExecutive Officer explained. “We don’t justcome in and present our ideas—there’s a greatdeal of dialogue. It’s an ‘in the kitchen together’kind of approach.”This collaboration has led to some groundbreakingcampaigns with impressive results. By analyzingeach film for markers of Latino interest—fromcast and director to themes and location—LopezNegrete has has contributed to a significantincrease in Hispanic attendance at Universal’sEnglish language films for the past six years.DIVERSITY.NBCUNI.COMCOMCAST.COM/DIVERSITY