Guide to the Association of Hispanic Advertising Agencies Collection
Digitized Content

Summary
Collection ID:
NMAH.AC.1343
Creators:
Sunshine, Sara
Spanish Advertising and Marketing Service (creator)
Association of Hispanic Advertising Agencies
Dates:
1962 - 2000
Languages:
English
Collection is in English. Some materials in Spanish.
Physical Description:
3.5 Cubic feet
3 boxes
Repository:
The Association of Hispanic Advertising Agencies Collection includes advertisements, research, and publications produced by SAMS (Spanish Advertising and Marketing Service), which was founded by Luis Diaz Albertini in 1963.

Scope and Contents
Scope and Contents
The collection documents the work of SAMS (Spanish Advertising and Marketing Service). It contains advertising campaign materials such as print advertisements, storyboards, proofs of print advertisements, point of purchase advertisements, audio recordings of radio advertisements, and video footage of television commercials. SAMS created advertising for manufacturers of tobacco, movies, cosmetics, watches, toothpaste, cleansers, food products, and alcoholic beverages, to name a few. SAMS was founded during a time in which the "Spanish speaking" consumer was of growing significance in the American market, and American advertisements increasingly catered to and targeted this audience.
The collection contains extensive explanatory notations written by Sara Sunshine, a Cuban immigrant, who created advertising print, audio, and visuals from the 1960s to 1990s and founder of the co-founder of Spanish Advertising and Marketing Services, the nation's first Latino ad agency.

Arrangement
Arrangement
The collection is divided into seven series.
Series 1: Storyboards and Scripts, 1970-1995
Series 2: Advertisements, 1962-1974
Series 3: Publications, 1976-1988
Series 4: Marketing Research, 1962-1984
Series 5: Packaging, 1962
Series 6: Ephemera, 1980-1989
Series 7: Audiovisual Materials

Biographical / Historical
Biographical / Historical
Luis Diaz Albertini founded SAMS (Spanish Advertising and Marketing Service) in 1963. Sara Sunshine was the head copywriter and art executive. The agency had a staff of just four employees. It was the first full-service Spanish language advertising agency in the United States. In 2007, the Association of Hispanic Advertising Agencies was formed. Among its goals was preserving the industry's past and preserving the history of Hispanic advertising. The first archival collection they accepted was the records of SAMS. Originally housed at the University of Maryland, it was transferred to the National Museum of American History in 2015.

Administration
Processing Information
Collection processed by Maggie McCready, intern, fall 2016.
Author
Maggie McCready
Immediate Source of Acquisition
Donated to the Archives Center in 2015 by the Association of Hispanic Advertising Agencies, through Horacio Gavilan.

Using the Collection
Preferred Citation
Association of HIspanic Advertising Agencies Collection, 1962-1995, Archives Center, National Museum of American History.
Conditions Governing Use
Reproduction restricted due to copyright or trademark. Contact the Archives Center for details.
Conditions Governing Access
Collection is open for research.

Related Materials
Materials at the Archives Center
Goya Foods, Inc. Records (AC0694)

Accruals
Accruals
The initial donation was made by AHAA in 2015 and related to from SAMS (Spanish Advertising and Marketing Services). The first addendum, the records of Casanova, Pendrill Publicidad, were donated by AHAA in 2016.

Keywords
Keywords table of terms and types.
Keyword Terms Keyword Types
Storyboards Type Search Smithsonian Collections Search ArchiveGrid
Video recordings -- 1950-2000 Type Search Smithsonian Collections Search ArchiveGrid
Advertising executives -- 1950-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Advertising agencies -- 1950-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Posters -- 1950-2000 Type Search Smithsonian Collections Search ArchiveGrid
Photographs -- 1950-2000 Type Search Smithsonian Collections Search ArchiveGrid
Advertisements -- 1950-2000 Type Search Smithsonian Collections Search ArchiveGrid
Audio cassettes -- 1950-1990 Type Search Smithsonian Collections Search ArchiveGrid
Television advertising -- 1950-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Clippings -- 1950-2000 Type Search Smithsonian Collections Search ArchiveGrid
advertising -- History -- 1950-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Advertising campaigns -- 1950-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Minorities in advertising -- 1950-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Marketing -- 1950-2000 Topic 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