Guide to the Hector and Norma Orcí Advertising Agency Records
Digitized Content

Summary
Collection ID:
NMAH.AC.1384
Creators:
Orci, Hector
Orci, Norma
Orci Advertising Agency
Dates:
1979-2016, undated
Languages:
English
Some collection materials are in Spanish.
Physical Description:
3.5 cubic feet
10 boxes
Repository:
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.

Scope and Contents
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.

Arrangement
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

Biographical / Historical
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.

Administration
Processing Information
Collection processed by María Daniela Jiménez, LMSP Fellow, Summer 2017, under the direct supervision of Alison Oswald.
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
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.
Author
María Daniela Jiménez
Immediate Source of Acquisition
Collection donated by Hector and Norma Orcí, 2016.

Using the Collection
Preferred Citation
Hector and Norma Orcí Advertising Agency Records, 1979-2016, Archives Center, National Museum of American History.
Conditions Governing Use
Reproduction restricted due to copyright or trademark.
Conditions Governing Access
Collection is open for research.

Keywords
Keywords table of terms and types.
Keyword Terms Keyword Types
Letters (correspondence) -- 20th century. Genre/Form Search Smithsonian Collections Search ArchiveGrid
Letters (correspondence) -- 21st century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Letters (correspondence) -- 21st century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Hispanic American businesspeople Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic American leadership Topic Search Smithsonian Collections Search ArchiveGrid
Born digital Genre/Form Search Smithsonian Collections Search ArchiveGrid
Hispanic American consumers Topic Search Smithsonian Collections Search ArchiveGrid
Mexican American leadership Topic Search Smithsonian Collections Search ArchiveGrid
Newsletters -- 21st century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Business records -- 21st century Genre/Form Search Smithsonian Collections Search ArchiveGrid
mexican Americans and mass media Topic Search Smithsonian Collections Search ArchiveGrid
advertising -- Beer -- 1950-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Mexican American business enterprises Topic Search Smithsonian Collections Search ArchiveGrid
advertising -- 21st century Topic Search Smithsonian Collections Search ArchiveGrid
Advertising campaigns Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic American business enterprises Topic Search Smithsonian Collections Search ArchiveGrid
advertising -- Beverages Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic American capitalists and financiers Topic Search Smithsonian Collections Search ArchiveGrid
Advertising history Topic Search Smithsonian Collections Search ArchiveGrid
Clippings -- 20th century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Photographs -- 20th century Genre/Form Search Smithsonian Collections Search ArchiveGrid
advertising -- Soft drinks Topic Search Smithsonian Collections Search ArchiveGrid
Advertising executives Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic Americans and mass media Topic Search Smithsonian Collections Search ArchiveGrid
Advertising agencies -- United States Topic Search Smithsonian Collections Search ArchiveGrid
Minority consumers Topic Search Smithsonian Collections Search ArchiveGrid
Training manuals -- 21st century Genre/Form Search Smithsonian Collections Search ArchiveGrid
advertising -- Automobiles Topic Search Smithsonian Collections Search ArchiveGrid
Slides (photographs) -- 20th century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Hispanic American businesswomen Topic Search Smithsonian Collections Search ArchiveGrid
Minorities in advertising Topic Search Smithsonian Collections Search ArchiveGrid
Programs -- 20th century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Clippings -- 21st century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Newsletters -- 20th century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Programs -- 21st century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Reports -- 21st century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Slides (photographs) -- 21st century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Reports -- 20th century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Latinos in American society and culture Topic Search Smithsonian Collections Search ArchiveGrid
Advertisements -- 21st century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Hispanic Americans -- Press coverage Topic Search Smithsonian Collections Search ArchiveGrid
Training manuals -- 20th century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Awards Genre/Form Search Smithsonian Collections Search ArchiveGrid
Business records -- 20th century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Oral history -- 2010-2020 Genre/Form Search Smithsonian Collections Search ArchiveGrid
Advertising -- 20th century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Photographs -- 21st century Genre/Form Search Smithsonian Collections Search ArchiveGrid
Advertisements -- 20th century Genre/Form Search Smithsonian Collections Search ArchiveGrid
McCann Erickson Corporate Name Search Smithsonian Collections Search ArchiveGrid

Repository Contact
Archives Center, National Museum of American History
P.O. Box 37012
Suite 1100, MRC 601
Washington, D.C. 20013-7012
archivescenter@si.edu
http://americanhistory.si.edu/archives