Castor Advertising Corporation Collection
name: label: Creator
content: Fernandez, Castor
label: Creator
content: Castor Advertising Corporation
label: Names
content: Anheuser-Busch, Inc.
label: Names
content: Heublein, Inc.
label: Names
content: International Rescue Committee
label: Names
content: Richardson-Vicks Inc
title: label: Topic
content: Coca-Cola (Trademark)
topic: label: Topic
content: Advertising agencies
label: Topic
content: Advertising campaigns
label: Topic
content: Advertising executives
label: Topic
content: Articles
label: Topic
content: Awards
label: Topic
content: Marketing
label: Topic
content: Minorities in advertising
label: Topic
content: Alcohol -- advertising
label: Topic
content: advertising -- Alcoholic beverages
label: Topic
content: Hispanic American businesspeople
label: Topic
content: Hispanic American consumers
label: Topic
content: Hispanic Americans
label: Topic
content: Cuban American business enterprises
acqinfo: label: Provenance
content: Collection donated to the Archives Center in 2018 by Castor Fernández.
creator: label: Creator
content: Fernandez, Castor
label: Creator
content: Castor Advertising Corporation
setName: label: See more items in
content: Castor Advertising Corporation Collection
abstract: label: Summary
content: This collection consists of materials documenting the Castor Advertising Corporation, Castor SG&B, and Castor Spanish International, which specialized in reaching Hispanic audiences.
bioghist: label: Biographical / Historical
content: Castor A. Fernández Capote was born in 1943 in Havana, Cuba and moved to the United States in 1961. Fernández first lived in Miami, Florida but moved to New York City soon after. He attended City College of New York where he received his Bachelor and Master of Business Administration in Marketing. For his MBA thesis, "Market Segmentation through Television Advertising," Fernandéz focused his research on the potential for Spanish-language media to engage the Spanish-speaking market of New York. Fernández began his nearly four-decade-long advertising career in firms throughout New York City such as Link Advertising and Palmer Advertising. In 1968, Fernández established his own advertising firm called Castor Spanish International, focusing specifically on marketing designed for to the multiple groups of people described under the umbrella term "Hispanic." In 1989, Castor Spanish International merged with the Miami-based advertising corporation, Garcia-Serra & Blanco Advertising, to form a new agency: Castor SG&B. The agency dissolved the merger in 1990 and Fernández established Castor Advertising Corporation. Fernández retired from advertising in 2002. Throughout his decades-long career, he and his agencies did work for many major American corporations such as Café Bustelo, Citibank, McDonald's, Coca-Cola, Anheuser-Busch, Kmart, Richardson-Vicks, and Heublein Incorporated.
physdesc: label: Extent
content: 1 Cubic foot (4 boxes)
unitdate: label: Date
content: 1960-2007, 2018
dataSource: label: Archival Repository
content: Archives Center, National Museum of American History
identifier: label: Identifier
content: NMAH.AC.1461
objectType: label: Type
content: Collection descriptions
label: Type
content: Archival materials
label: Type
content: 8mm films
label: Type
content: Advertisements
label: Type
content: Business records
label: Type
content: Dvds
label: Type
content: Handbooks
label: Type
content: Letters (correspondence)
label: Type
content: Masters theses
label: Type
content: Magazines (periodicals)
label: Type
content: Newsletters
label: Type
content: Photographs
label: Type
content: Press releases
label: Type
content: Vhs (videotape format)
label: Type
content: Newspaper clippings
label: Type
content: Hispanic american periodicals
arrangement: label: Arrangement
content: This collection is arranged into four series. 

Series 1: Background Materials, 1961-2001, 2018

Series 2: Advertising Materials, 1969-1987

Series 3: Newspaper Clippings and Publications, 1968-2000

Series 4: Audiovisual Materials, 1960-2007
processinfo: label: Processing Information
content: Collection processed by Sarah Corona, LMSP Fellow, Summer 2019, under the direct supervision of archivists, Alison Oswald and Daniela Jiménez.
genre_format: label: Genre/Form
content: 8mm films
label: Genre/Form
content: Advertisements
label: Genre/Form
content: Business records
label: Genre/Form
content: DVDs
label: Genre/Form
content: Handbooks
label: Genre/Form
content: Letters (correspondence)
label: Genre/Form
content: Masters theses
label: Genre/Form
content: Magazines (periodicals)
label: Genre/Form
content: Newsletters
label: Genre/Form
content: Photographs -- Color photoprints -- 1950-2000
label: Genre/Form
content: Photographs -- Color photoprints -- 21st century
label: Genre/Form
content: Press releases
label: Genre/Form
content: VHS (videotape format)
label: Genre/Form
content: Newspaper clippings
label: Genre/Form
content: Hispanic American periodicals
label: Genre/Form
content: Hispanic American periodicals
scopecontent: label: Content Description
content: Archival materials documenting the Castor Advertising Corporation, Castor SG&B, and Castor Spanish International. This collection includes correspondence, business records, awards, a copy of Fernández's MBA thesis, photographs, newspaper clippings, magazines, a DVD containing an interview with Fernández, and advertising reels recorded on VHS tapes, cassettes, and 16mm film.