Hector and Norma Orcí Advertising Agency Records
name: label: Creator
content: Orci, Hector
label: Creator
content: Orci, Norma
label: Creator
content: Orci Advertising Agency
label: Names
content: McCann Erickson
topic: label: Topic
content: Hispanic American businesspeople
label: Topic
content: Hispanic American leadership
label: Topic
content: Hispanic American consumers
label: Topic
content: Mexican American leadership
label: Topic
content: mexican Americans and mass media
label: Topic
content: advertising -- Beer -- 1950-2000
label: Topic
content: Mexican American business enterprises
label: Topic
content: advertising -- 21st century
label: Topic
content: Advertising campaigns
label: Topic
content: Hispanic American business enterprises
label: Topic
content: advertising -- Beverages
label: Topic
content: Hispanic American capitalists and financiers
label: Topic
content: Advertising history
label: Topic
content: advertising -- Soft drinks
label: Topic
content: Advertising executives
label: Topic
content: Hispanic Americans and mass media
label: Topic
content: Advertising agencies -- United States
label: Topic
content: Minority consumers
label: Topic
content: advertising -- Automobiles
label: Topic
content: Hispanic American businesswomen
label: Topic
content: Minorities in advertising
label: Topic
content: Latinos in American society and culture
label: Topic
content: Hispanic Americans -- Press coverage
acqinfo: label: Provenance
content: Collection donated by Hector and Norma Orcí, 2016.
creator: label: Creator
content: Orci, Hector
label: Creator
content: Orci, Norma
label: Creator
content: Orci Advertising Agency
setName: label: See more items in
content: Hector and Norma Orcí Advertising Agency Records
abstract: label: Summary
content: The Hector and Norma Orcí Advertising Agency Records document the history, educational, and creative output produced by Hector and Norma Orcí throughout their extensive career in advertising. The Orcís founded their own independent agency in 1986 in Los Angeles. The Orcí Advertising Agency successfully introduced various products to Latinos in the United States and developed a reputation as one of the top advertising agencies to understand the US Latino market. The collection showcases the agency's history and awards, advertising and marketing campaigns, and its role in educating advertising agencies on the importance of the US Latino market.
bioghist: label: Biographical / Historical
content: Once employees of La Agencía de McCann-Erickson advertising company, Hector and Norma Orcí founded their own independent agency in 1986. The Orcí Advertising Agency, also known as La Agencía de Orcí & Asociados, is based in Los Angeles. Since its inception, the Orcí Advertising Agency has devoted itself to US Latino marketing and teaching other advertising agencies how to effectively advertise and sell products to US Latinos. The Orcís quickly developed an impressive roster of successful campaigns for major clients and continue to be a well-respected agency in the advertising sector.
physdesc: label: Extent
content: 3.5 Cubic feet (10 boxes)
unitdate: label: Date
content: 1979-2016, undated
dataSource: label: Archival Repository
content: Archives Center, National Museum of American History
identifier: label: Identifier
content: NMAH.AC.1384
objectType: label: Type
content: Collection descriptions
label: Type
content: Archival materials
label: Type
content: Letters (correspondence)
label: Type
content: Born digital
label: Type
content: Newsletters
label: Type
content: Business records
label: Type
content: Clippings
label: Type
content: Photographs
label: Type
content: Training manuals
label: Type
content: Slides (photographs)
label: Type
content: Programs
label: Type
content: Reports
label: Type
content: Advertisements
label: Type
content: Awards
label: Type
content: Oral history
label: Type
content: Advertising
arrangement: label: Arrangement
content: The collection is divided into five series. 

Series 1: Background Materials, 1979-2010, undated

Series 2: Advertising and Marketing Materials, 1986-2003, undated

Series 3: Teaching Materials, 1985-2012, undated

Series 4: Conference Materials, 1984-1999, undated

Series 5: Audiovisual Materials, 1986-2016
processinfo: label: Processing Information
content: Collection processed by María Daniela Jiménez, LMSP Fellow, Summer 2017, under the direct supervision of Alison Oswald.
altformavail: label: Existence and Location of Copies
content: Series 5: Audiovisual Materials contains born digital files which are available in the Smithsonian Institutions' Digital Asset Management System (DAMS).  See repository for details.
genre_format: label: Genre/Form
content: Letters (correspondence) -- 20th century.
label: Genre/Form
content: Letters (correspondence) -- 21st century
label: Genre/Form
content: Letters (correspondence) -- 21st century
label: Genre/Form
content: Born digital
label: Genre/Form
content: Newsletters -- 21st century
label: Genre/Form
content: Business records -- 21st century
label: Genre/Form
content: Clippings -- 20th century
label: Genre/Form
content: Photographs -- 20th century
label: Genre/Form
content: Training manuals -- 21st century
label: Genre/Form
content: Slides (photographs) -- 20th century
label: Genre/Form
content: Programs -- 20th century
label: Genre/Form
content: Clippings -- 21st century
label: Genre/Form
content: Newsletters -- 20th century
label: Genre/Form
content: Programs -- 21st century
label: Genre/Form
content: Reports -- 21st century
label: Genre/Form
content: Slides (photographs) -- 21st century
label: Genre/Form
content: Reports -- 20th century
label: Genre/Form
content: Advertisements -- 21st century
label: Genre/Form
content: Training manuals -- 20th century
label: Genre/Form
content: Awards
label: Genre/Form
content: Business records -- 20th century
label: Genre/Form
content: Oral history -- 2010-2020
label: Genre/Form
content: Advertising -- 20th century
label: Genre/Form
content: Photographs -- 21st century
label: Genre/Form
content: Advertisements -- 20th century
scopecontent: label: Scope and Contents
content: The collection documents the Orcí Advertising Agency and its work in helping clients market their products to U.S. Latinos, its marketing methods and creative philosophy, and its role in educating other advertising companies about the Latino consumer market in the United States. The collection includes the founding and history of the agency, business records, awards and press clippings, training materials for staff, reports on the US Latino market for various products, training and curriculum materials for a UCLA Extension course on advertising in the US Latino market, account reports, conference materials, slides and photographs, and campaigns and advertising materials developed for clients such as Allstate, Honda, and Pepsi. Video footage of Spanish-language commercials developed by the Orcí Advertising Agency is also part of the collection.
separatedmaterial: label: Separated Materials
content: The Division of Work and Industry holds the following artifacts related to this collection:

Virgin of Guadalupe Painting, Accession #: 2015.0306.01

INS Eagle Painting, Accession #: 2015.0306.02

Don Quixote Figurine, Accession #: 2015.0306.03