Guide to the Castor Advertising Corporation Collection
Digitized Content

Summary
Collection ID:
NMAH.AC.1461
Creators:
Fernandez, Castor
Castor Advertising Corporation
Dates:
1960-2007, 2018
Languages:
English
Some materials in Spanish.
Physical Description:
1 Cubic foot
4 boxes
Repository:
This collection consists of materials documenting the Castor Advertising Corporation, Castor SG&B, and Castor Spanish International, which specialized in reaching Hispanic audiences.

Content Description
Content Description
Archival materials documenting the Castor Advertising Corporation, Castor SG&B, and Castor Spanish International. This collection includes correspondence, business records, awards, a copy of Fernández's MBA thesis, photographs, newspaper clippings, magazines, a DVD containing an interview with Fernández, and advertising reels recorded on VHS tapes, cassettes, and 16mm film.

Arrangement
Arrangement
This collection is arranged into four series.
Series 1: Background Materials, 1961-2001, 2018
Series 2: Advertising Materials, 1969-1987
Series 3: Newspaper Clippings and Publications, 1968-2000
Series 4: Audiovisual Materials, 1960-2007

Biographical / Historical
Biographical / Historical
Castor A. Fernández Capote was born in 1943 in Havana, Cuba and moved to the United States in 1961. Fernández first lived in Miami, Florida but moved to New York City soon after. He attended City College of New York where he received his Bachelor and Master of Business Administration in Marketing. For his MBA thesis, "Market Segmentation through Television Advertising," Fernandéz focused his research on the potential for Spanish-language media to engage the Spanish-speaking market of New York. Fernández began his nearly four-decade-long advertising career in firms throughout New York City such as Link Advertising and Palmer Advertising. In 1968, Fernández established his own advertising firm called Castor Spanish International, focusing specifically on marketing designed for to the multiple groups of people described under the umbrella term "Hispanic." In 1989, Castor Spanish International merged with the Miami-based advertising corporation, Garcia-Serra & Blanco Advertising, to form a new agency: Castor SG&B. The agency dissolved the merger in 1990 and Fernández established Castor Advertising Corporation. Fernández retired from advertising in 2002. Throughout his decades-long career, he and his agencies did work for many major American corporations such as Café Bustelo, Citibank, McDonald's, Coca-Cola, Anheuser-Busch, Kmart, Richardson-Vicks, and Heublein Incorporated.

Administration
Processing Information
Collection processed by Sarah Corona, LMSP Fellow, Summer 2019, under the direct supervision of archivists, Alison Oswald and Daniela Jiménez.
Author
Sarah Corona
Immediate Source of Acquisition
Collection donated to the Archives Center in 2018 by Castor Fernández.

Using the Collection
Conditions Governing Use
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Conditions Governing Access
Collection is open for research.
Preferred Citation
Castor Advertising Corporation Collection, Archives Center, National Museum of American History

Keywords
Keywords table of terms and types.
Keyword Terms Keyword Types
8mm films Type Search Smithsonian Collections Search ArchiveGrid
Advertisements Type Search Smithsonian Collections Search ArchiveGrid
Advertising agencies Topic Search Smithsonian Collections Search ArchiveGrid
Advertising campaigns Topic Search Smithsonian Collections Search ArchiveGrid
Advertising executives Topic Search Smithsonian Collections Search ArchiveGrid
Articles Topic Search Smithsonian Collections Search ArchiveGrid
Awards Topic Search Smithsonian Collections Search ArchiveGrid
Business records Type Search Smithsonian Collections Search ArchiveGrid
DVDs Type Search Smithsonian Collections Search ArchiveGrid
Handbooks Type Search Smithsonian Collections Search ArchiveGrid
Letters (correspondence) Type Search Smithsonian Collections Search ArchiveGrid
Marketing Topic Search Smithsonian Collections Search ArchiveGrid
Masters theses Type Search Smithsonian Collections Search ArchiveGrid
Minorities in advertising Topic Search Smithsonian Collections Search ArchiveGrid
Magazines (periodicals) Type Search Smithsonian Collections Search ArchiveGrid
Newsletters Type Search Smithsonian Collections Search ArchiveGrid
Photographs -- Color photoprints -- 1950-2000 Type Search Smithsonian Collections Search ArchiveGrid
Photographs -- Color photoprints -- 21st century Type Search Smithsonian Collections Search ArchiveGrid
Press releases Type Search Smithsonian Collections Search ArchiveGrid
VHS (videotape format) Type Search Smithsonian Collections Search ArchiveGrid
Alcohol -- advertising Topic Search Smithsonian Collections Search ArchiveGrid
advertising -- Alcoholic beverages Topic Search Smithsonian Collections Search ArchiveGrid
Newspaper clippings Type Search Smithsonian Collections Search ArchiveGrid
Coca-Cola (Trademark) Title Search Smithsonian Collections Search ArchiveGrid
Hispanic American businesspeople Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic American consumers Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic Americans Topic Search Smithsonian Collections Search ArchiveGrid
Cuban American business enterprises Topic Search Smithsonian Collections Search ArchiveGrid
Hispanic American periodicals Type Search Smithsonian Collections Search ArchiveGrid
Hispanic American periodicals Type Search Smithsonian Collections Search ArchiveGrid
Anheuser-Busch, Inc Corporate Name Search Smithsonian Collections Search ArchiveGrid
Heublein Inc. Corporate Name Search Smithsonian Collections Search ArchiveGrid
International Rescue Committee Corporate Name Search Smithsonian Collections Search ArchiveGrid
Richardson-Vicks Inc 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