Skip to main content

Search

My Visit
Donate
Home Smithsonian Institution

Site Navigation

  • Visit
    • Museums and Zoo
    • Entry and Guidelines
    • Maps and Brochures
    • Dine and Shop
    • Accessibility
    • Visiting with Kids
    • Group Visits
      • Group Sales
  • What's On
    • Exhibitions
      • Current
      • Upcoming
      • Past
    • Online Events
    • All Events
    • IMAX & Planetarium
  • Explore
    • - Art & Design
    • - History & Culture
    • - Science & Nature
    • Collections
      • Open Access
    • Research Resources
      • Libraries
      • Archives
        • Smithsonian Institution Archives
        • Air and Space Museum
        • Anacostia Community Museum
        • American Art Museum
        • Archives of American Art
        • Archives of American Gardens
        • American History Museum
        • American Indian Museum
        • Asian Art Museum Archives
        • Eliot Elisofon Photographic Archives, African Art
        • Hirshhorn Archive
        • National Anthropological Archives
        • National Portrait Gallery
        • Ralph Rinzler Archives, Folklife
        • Libraries' Special Collections
    • Podcasts
    • Stories
  • Learn
    • For Caregivers
    • For Educators
      • Art & Design Resources
      • Science & Nature Resources
      • Social Studies & Civics Resources
      • Professional Development
      • Events for Educators
      • Field Trips
    • For Students
    • For Academics
    • For Lifelong Learners
  • Support Us
    • Become a Member
    • Renew Membership
    • Make a Gift
    • Volunteer
      • Smithsonian Call Center
      • Ambassador Program
      • Museum Information Desk
      • Docent Programs
      • Behind-the-Scenes
      • Digital Volunteers
      • Participatory Science
  • About
    • Our Organization
      • Board of Regents
        • Members
        • Committees
        • Reading Room
        • Bylaws, Policies and Procedures
        • Schedules and Agendas
        • Meeting Minutes
        • Actions
        • Webcasts
        • Contact
      • Museums and Zoo
      • Research Centers
      • Cultural Centers
      • Education Centers
      • General Counsel
        • Legal History
        • Internships
        • Records Requests
          • Reading Room
        • Tort Claim
        • Subpoenas & Testimonies
        • Events
      • Office of Human Resources
        • Employee Benefits
        • How to Apply
        • Job Opportunities
        • Job Seekers with Disabilities
        • Frequently Asked Questions
        • SI Civil Program
        • Contact Us
      • EEO & Small Business
        • EEO Complaint Process
        • Individuals with Disabilities
        • Small Business Program
          • Doing Business with Us
          • Contracting Opportunities
          • Additional Resources
        • Special Emphasis Program
      • Sponsored Projects
        • Policies
          • Combating Trafficking in Persons
          • Animal Care and Use
          • Human Research
        • Reports
        • Internships
    • Our Leadership
    • Reports and Plans
      • Annual Reports
      • Metrics Dashboard
        • Dashboard Home
        • Virtual Smithsonian
        • Public Engagement
        • National Collections
        • Research
        • People & Operations
      • Strategic Plan
    • Newsdesk
      • News Releases
      • Media Contacts
      • Photos and Video
      • Media Kits
      • Fact Sheets
      • Visitor Stats
      • Secretary and Admin Bios
      • Filming Requests

Hector and Norma Orcí Advertising Agency Records

National Museum of American History

Object Details

Creator
Orci, Hector
Orci, Norma
Orci Advertising Agency
Names
McCann Erickson
Topic
Hispanic American businesspeople
Hispanic American leadership
Hispanic American consumers
Mexican American leadership
mexican Americans and mass media
advertising -- Beer -- 1950-2000
Mexican American business enterprises
advertising -- 21st century
Advertising campaigns
Hispanic American business enterprises
advertising -- Beverages
Hispanic American capitalists and financiers
Advertising history
advertising -- Soft drinks
Advertising executives
Hispanic Americans and mass media
Advertising agencies -- United States
Minority consumers
advertising -- Automobiles
Hispanic American businesswomen
Minorities in advertising
Latinos in American society and culture
Hispanic Americans -- Press coverage
Provenance
Collection donated by Hector and Norma Orcí, 2016.
Creator
Orci, Hector
Orci, Norma
Orci Advertising Agency
See more items in
Hector and Norma Orcí Advertising Agency Records
Summary
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.
Biographical / Historical
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.
Extent
3.5 Cubic feet (10 boxes)
Date
1979-2016, undated
Archival Repository
Archives Center, National Museum of American History
Identifier
NMAH.AC.1384
Type
Collection descriptions
Archival materials
Letters (correspondence)
Born digital
Newsletters
Business records
Clippings
Photographs
Training manuals
Slides (photographs)
Programs
Reports
Advertisements
Awards
Oral history
Advertising
Citation
Hector and Norma Orcí Advertising Agency Records, 1979-2016, Archives Center, National Museum of American History.
Arrangement
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
Processing Information
Collection processed by María Daniela Jiménez, LMSP Fellow, Summer 2017, under the direct supervision of Alison Oswald.
Rights
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Existence and Location of Copies
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/Form
Letters (correspondence) -- 20th century.
Letters (correspondence) -- 21st century
Letters (correspondence) -- 21st century
Born digital
Newsletters -- 21st century
Business records -- 21st century
Clippings -- 20th century
Photographs -- 20th century
Training manuals -- 21st century
Slides (photographs) -- 20th century
Programs -- 20th century
Clippings -- 21st century
Newsletters -- 20th century
Programs -- 21st century
Reports -- 21st century
Slides (photographs) -- 21st century
Reports -- 20th century
Advertisements -- 21st century
Training manuals -- 20th century
Awards
Business records -- 20th century
Oral history -- 2010-2020
Advertising -- 20th century
Photographs -- 21st century
Advertisements -- 20th century
Scope and Contents
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.
Restrictions
Collection is open for research.
Separated Materials
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
Related link
Record ID
ebl-1503510299627-1503510299630-0
Metadata Usage
CC0
GUID
https://n2t.net/ark:/65665/ep82a861536-25d5-4aed-9857-90cfffce228d

In the Collection

Pages

  • 1
  • 2
  • next ›
  • last »
  • Advertising and Marketing Materials

  • "Let Me Tell You What They Told Me" INS Campaign

  • General Allstate Materials

  • "Cantemos La Navidad Con Pepsi" Campaign

  • General Honda Marketing

  • Allstate Historical Account Overview

  • INS, "Train" (Spanish)

  • Honda, "Card Stunt"

  • Honda, "Christina"

  • Coca Cola, "Danzón"

  • Honda, "Starry Night"

  • Hispanic Marketing Strategies for Allstate

  • Press and Newspaper Clippings

  • Management Action Program, "Workshop, Off-Site"

  • Teaching Materials

  • UCLA Extension Course at Allstate Insurance Company

  • Honda, "Space for Dreams"

  • Press and Newspaper Clippings

  • Honda, "Skate"

  • New American Alliance Inaugural Conference

  • Pepsi, "Pepsi Play Parks" (English)

  • Pepsi, "Pepsi Play Parks" (Spanish)

  • NALEO, "Maria" (English)

  • Georgia Pacific Presentation

  • Presentation to AHAA Conference

  • Allstate Account and Business Overview, Marketing Strategies

  • Pepsi Playpark Program Binder (Empty Binder)

  • Pepsi, "Cantemos la Navidad"

  • White Memorial, "Bebé, Granito de Arroz" (Radio)

  • White Memorial, "Bebé, Puja" (Radio)

  • California Milk Advisory Board, "Muevete"

  • Honda Product Strategies

  • Audiovisual Materials

  • Pro Bono Minicases

  • Honda, "Camping"

  • Management Action Program, "Team Building Retreat" Binder (Empy Binder)

  • Management Action Program, "Surveys-- Combined Results"

  • Awards

  • Norma Orcí Presentations

  • Marketing Research Presentations

  • Honda Radio Campaigns

  • Christmas Gifts to Clients

  • Transcript of Oral History Interview with Hector and Norma Orcí

  • Honda Civic and Accord Sedan Campaign

  • Writing Skills Staff Training

  • Honda, "Census, with Vikki Carr"

  • Speech Introductions

  • Photograph of Orcí Advertising Agency staff

  • The Yellow Sheet Workshops

  • California Milk Advisory Board, "Exito"

  • La Agencía Logo Designs and Poster

  • Oral History Interview with Hector and Norma Orcí

  • Production Meeting and Seminar Agenda

  • Jack in the Box, "Suspect/Bacon Bacon Cheeseburger"

  • The Yellow Sheet Advertising Agency Management Workshop Binder

  • Allstate Insurance, "Little Girl"

  • "Latino Image" MALDEF Campaign

  • Advertising Educational Foundation Ambassador Evaluations

  • Conference Materials

  • UCLA Extension Course

  • Bell Atlantic Presentation

  • Ephemera

  • Disneyland, "Venga, Venga"

  • Pepsi Playpark Campaign

  • "Dreams & Obstacles, Understanding Latinas" Focus Group Study

  • Information and Training for Staff

  • Splenda, "Sweet Moments"

  • INS, "Train" (English)

  • Honda Creative Strategy Review

  • National Hispanic Corporate Council Institute, "The $300 Billion Market"

  • National Hispanic Corporate Council Institute, "Capturing Your Share of the Lucrative Hispanic Market"

  • Allstate Insurance, "New Car"

  • Honda, "Gol, Gol"

  • Pepsi, "Gánate el Futuro"

  • Lactaid, "Group Therapy"

  • Production and Advertising Methods

  • Business Seminar and Training

  • MALDEF, "America is Home"

  • Pepsi, "Ganadores del Futuro" Slides and Photographs

  • Pepsi Playpark Program Manual

  • Pepsi Playpark Speeches

  • Background Materials

  • Honda, "Photographer"

  • MoneyGram, "Con toda seguridad"

  • National Hispanic Corporate Council Institute, Advanced Institute Seminar

  • Splenda, "Mamá Yo Quiero"

  • White Memorial, "Bebé, Ojitos" (Radio)

  • Jack in the Box, "Mariachi Trio/All American Jack Combo/New End Treatment"

  • L.A. Cellular, "Beethoven" (Radio)

  • Hispanic Marketing Presentations

  • Speeches

  • Management Action Program, "Situation Analysis"

  • La Agencía History and Related Content

  • Management Action Program, "Team Building Retreat"

  • Anheuser-Busch, "Tesoros de las Americas" Campaign

  • NALEO, "Maria" (Spanish)

  • Business and Media Plans

  • Creative Philosophy

  • Norma Orcí's The Don Belding Award

  • Press and Newspaper Clippings

Pages

  • 1
  • 2
  • next ›
  • last »
General Allstate Materials
View Slideshow
There are restrictions for re-using this image. For more information, visit the Smithsonian's Terms of Use page .
International media Interoperability Framework
IIIF provides researchers rich metadata and media viewing options for comparison of works across cultural heritage collections. Visit the IIIF page to learn more.
View manifest View in Mirador Viewer
View Finding aid

Footer logo

Link to homepage

Footer navigation

  • Contact Us
  • Job Opportunities
  • Get Involved
  • Inspector General
  • Records Requests
  • Accessibility
  • EEO & Small Business
  • Shop Online
  • Host Your Event
  • Press Room
  • Privacy
  • Terms of Use

Social media links

  • Facebook
  • Instagram
  • YouTube
  • LinkedIn

Get the latest news from the Smithsonian

Sign up for Smithsonian e-news

Get the latest news from the Smithsonian

Email powered by BlackBaud (Privacy Policy, Terms of Use)
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Back to Top