Colette Peterson, formerly of FCB and General Motors Mediaworks, has joined Lopez Negrete Communications, Inc. as senior director of media strategies. Peterson has joined to lead the Lopez Negrete media team across Lopez Negrete’s offices in Burbank, CAHouston, TXNew York City, NY; and Mexico City, Mexico. A veteran of the industry with more than 20 years of experience, Peterson brings her expertise in strategic planning, account management, resource management and more to all Lopez Negrete clients.

Beginning with her work for the Multicultural Group of Western International Media, Peterson has emphasized a complete market approach. Hispanic media has always been at the forefront of Peterson’s career, from the Multicultural Group of Western International Media to her contributions to the General Motors Hispanic team, as well as the Hispanic Media Council for Taco Bell. Her career within the Hispanic segment led her to Lopez Negrete.

“Working in the Hispanic segment is a thrill,” Peterson said, “because we’ve seen and will continue to see changes in the media landscape that will allow us to further reach our targets in previously limited ways. I believe we’ve found a place within the industry that allows a level of sophistication never seen before.”

“We’re proud and excited to welcome Colette Peterson to the agency – and as we do so, we also welcome what I feel is a new era in the agency’s evolution and history,” said Alex López Negrete, president, CEO and co-founder of Lopez Negrete Communications. “As our industry and our consumer continue to evolve and shift beyond an in-language paradigm to one that is also inclusive of an in-culture paradigm, her level of insight and vision will allow us to take our initiatives and our results to an entirely new level for our clients.”

Peterson will be working out of Lopez Negrete’s Burbank facilities, where she will work closely with some of Lopez Negrete’s biggest media clients, such as NBC Universal Motion Pictures Group.

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