San Diego Metropolitan 40 under 40 (2002)

William Lopez recently moved his marketing company to new offices at University and Fifth Ave., into a building he says is even more beautiful inside than it is outside. Two years ago, he founded Alternative Strategies, a full-service agency that provides advertising, public relations and creative services including graphics and Web design. His staff has grown from two to seven since then.

Most of the time, Lopez can be found attending meetings. Typically he meets with clients, but it may be with fellow board members at the Mission Valley YMCA, with committee members of the Greater San Diego Business Association, or with Business Volunteers for the Arts, which benefits nonprofit members of the San Diego Performing Arts League.

Alternative Strategies was chosen to manage the Performing Arts League’s awareness campaign and charged with putting on the San Diego Women’s Health Beauty Forum. That event drew an audience of 500.

Lopez says he enjoys working with multiple companies and experiencing a variety of challenges. The roster of former and current clients includes 24-Hour Fitness, One Source Realty, Bartell Hotels and YMCA Youth and Family Services.

“Certain clients use us just for our creative services; others just for public relations,” says Lopez. “For some, we do just their media buys and advertising placements.”

Lopez is a graduate of Northwestern University. At 29, he is the YMCA’s youngest board member and maybe its most enthusiastic. When he’s not attending a meeting, he’s likely to be swimming laps or running through Balboa Park with his 10-month-old Weimaraner puppy.