Archives Center, National Museum of American History

Guide to the Hector and Norma Orcí Advertising Agency Records

Summary
General Allstate Materials
General Allstate Materials
Collection ID:
NMAH.AC.1384
Creators:
Orci, Hector
Orci, Norma
Orci Advertising Agency
Dates:
1979-2016, undated
Languages:
Collection is in
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
Author
María Daniela Jiménez
Processing Information
Collection processed by María Daniela Jiménez, LMSP Fellow, Summer 2017, under the direct supervision of Alison Oswald.
Immediate Source of Acquisition
Collection donated by Hector and Norma Orcí, 2016.
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.
Using the Collection
Preferred Citation
Hector and Norma Orcí Advertising Agency Records, 1979-2016, Archives Center, National Museum of American History.
Conditions Governing Use
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.
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 Topical Search Smithsonian Collections Search ArchiveGrid
Hispanic American leadership Topical Search Smithsonian Collections Search ArchiveGrid
Born digital Genre Form Search Smithsonian Collections Search ArchiveGrid
Hispanic American consumers Topical Search Smithsonian Collections Search ArchiveGrid
Mexican American leadership Topical 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 Topical Search Smithsonian Collections Search ArchiveGrid
advertising -- Beer -- 1950-2000 Topical Search Smithsonian Collections Search ArchiveGrid
Mexican American business enterprises Topical Search Smithsonian Collections Search ArchiveGrid
advertising -- 21st century Topical Search Smithsonian Collections Search ArchiveGrid
Advertising campaigns Topical Search Smithsonian Collections Search ArchiveGrid
Hispanic American business enterprises Topical Search Smithsonian Collections Search ArchiveGrid
advertising -- Beverages Topical Search Smithsonian Collections Search ArchiveGrid
Hispanic American capitalists and financiers Topical Search Smithsonian Collections Search ArchiveGrid
Advertising history Topical 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 Topical Search Smithsonian Collections Search ArchiveGrid
Advertising executives Topical Search Smithsonian Collections Search ArchiveGrid
Hispanic Americans and mass media Topical Search Smithsonian Collections Search ArchiveGrid
Advertising agencies -- United States Topical Search Smithsonian Collections Search ArchiveGrid
Minority consumers Topical Search Smithsonian Collections Search ArchiveGrid
Training manuals -- 21st century Genre Form Search Smithsonian Collections Search ArchiveGrid
advertising -- Automobiles Topical Search Smithsonian Collections Search ArchiveGrid
Slides (photographs) -- 20th century Genre Form Search Smithsonian Collections Search ArchiveGrid
Hispanic American businesswomen Topical Search Smithsonian Collections Search ArchiveGrid
Minorities in advertising Topical 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 Topical Search Smithsonian Collections Search ArchiveGrid
Advertisements -- 21st century Genre Form Search Smithsonian Collections Search ArchiveGrid
Hispanic Americans -- Press coverage Topical 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
Archives Center, National Museum of American History
P.O. Box 37012
Suite 1100, MRC 601
Washington, D.C. 20013-7012
archivescenter@si.edu