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Hector and Norma Orcí Advertising Agency Records

Creator:
Orci, Hector  Search this
Orci, Norma  Search this
Orci Advertising Agency  Search this
Names:
McCann Erickson  Search this
Extent:
3.5 Cubic feet (10 boxes)
Type:
Archival materials
Collection descriptions
Letters (correspondence)
Born digital
Newsletters
Business records
Clippings
Photographs
Training manuals
Slides (photographs)
Programs
Reports
Advertisements
Awards
Oral history
Advertising
Date:
1979-2016, undated
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.
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:
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:
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.
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
Provenance:
Collection donated by Hector and Norma Orcí, 2016.
Restrictions:
Collection is open for research.
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.
Topic:
Hispanic American businesspeople  Search this
Hispanic American leadership  Search this
Hispanic American consumers  Search this
Mexican American leadership  Search this
mexican Americans and mass media  Search this
advertising -- Beer -- 1950-2000  Search this
Mexican American business enterprises  Search this
advertising -- 21st century  Search this
Advertising campaigns  Search this
Hispanic American business enterprises  Search this
advertising -- Beverages  Search this
Hispanic American capitalists and financiers  Search this
Advertising history  Search this
advertising -- Soft drinks  Search this
Advertising executives  Search this
Hispanic Americans and mass media  Search this
Advertising agencies -- United States  Search this
Minority consumers  Search this
advertising -- Automobiles  Search this
Hispanic American businesswomen  Search this
Minorities in advertising  Search this
Latinos in American society and culture  Search this
Hispanic Americans -- Press coverage  Search this
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
Citation:
Hector and Norma Orcí Advertising Agency Records, 1979-2016, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.1384
See more items in:
Hector and Norma Orcí Advertising Agency Records
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1384
Additional Online Media:

Jose Sueiro Collection of Washington, D.C. Spanish Language Newspapers

Topic:
El Latino (Washington, D.C.)
Donor:
Sueiro, Jose  Search this
Extent:
0.3 Cubic feet (1 box)
Type:
Archival materials
Collection descriptions
Newspapers
Date:
1982-1987
bulk 1985-1987
Summary:
Collection contains Spanish-language newspaper from Washington, D.C spanning the years 1982-1987. They cover topics concerning the D.C. Latino community.
Scope and Contents:
The collection consists of two Spanish language newspapers in Washington, D.C. from 1982-1987. These publications reflect the culture, activities and concerns of the Latino population. The materials are arranged first by publication and then in chronological order.
Arrangement:
The collection is arranged into one series.
Biographical / Historical:
Jose Sueiro was born in New York City in 1952. After his parents' divorce, his mother moved to Spain and his father, a diplomat, worked on union organizing in Latin America. As a youth Sueiro lived in Spain, Mexico, Panama and Peru. In the early 1970s, he settled in Washington, D.C. and completed a bachelor's degree that included studies at George Washington and American Universities. During this period Suiero started a Hispanic theater program at American University which later developed into Gala Hispanic Theatre. He went on to become a city counselor, soccer coach, director of the Latin American Youth Center, and also worked for the federal Vista program.

In 1978, using the knowledge he acquired about the Latino community, he created the monthly newspaper El Latino with partner Fernando Leonzo. At age 32, Sueiro married a graphic designer at the paper. El Latino struggled until February 1991, when it ceased publication. Sueiro later went on to create the newspaper La Nación. Jose Sueiro was born in New York City in 1952. After his parents' divorce, his mother moved to Spain and his father, a diplomat, worked on union organizing in Latin America.

As a youth Sueiro lived in Spain, Mexico, Panama and Peru. In the early 1970s, he settled in Washington, D.C. and completed a bachelor's degree that included studies at George Washington and American Universities. During this period Suiero started a Hispanic theater program at American University which later developed into Gala Hispanic Theatre. He went on to become a city counselor, soccer coach, director of the Latin American Youth Center, and also worked for the federal Vista program.

In 1978, using the knowledge he acquired about the Latino community, he created the monthly newspaper El Latino with partner Fernando Leonzo. At age 32, Sueiro married a graphic designer at the paper. El Latino struggled until February 1991, when it ceased publication. Sueiro later went on to create the newspaper La Nación.
Provenance:
Donated to the Archives Center in 2011 by Jose Sueiro.
Restrictions:
Collection is open for research.
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.
Topic:
Journalism  Search this
Hispanic American journalists  Search this
Hispanic American mass media  Search this
Hispanic American newspapers  Search this
Hispanic Americans -- Press coverage  Search this
Ethnic press -- Washington, (D.C.)  Search this
Genre/Form:
Newspapers
Citation:
Jose Sueiro Collection of Washington, D.C. Spanish Language Newspapers, 1985-1987 (bulk 1985-1987), Archives Center, National Museum of American History.
Identifier:
NMAH.AC.1236
See more items in:
Jose Sueiro Collection of Washington, D.C. Spanish Language Newspapers
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1236

Making Latino news : race, language, class / América Rodriguez

Author:
Rodriguez, America  Search this
Physical description:
viii, 168 pages : illustrations ; 23 cm
Type:
Books
History
Place:
United States
Date:
1999
©1999
Topic:
Hispanic Americans--Press coverage--History  Search this
Journalism--Social aspects  Search this
Hispanic American newspapers--History  Search this
Hispanic American mass media--History  Search this
Hispanic Americans and mass media  Search this
Hispanic American journalists  Search this
Ethnic press  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_1090897

The Latino threat : constructing immigrants, citizens, and the nation / Leo R. Chavez

Author:
Chavez, Leo R (Leo Ralph)  Search this
Physical description:
xi, 297 pages : illustrations ; 23 cm
Type:
Books
Place:
United States
Date:
2013
Topic:
Hispanic Americans--Press coverage  Search this
Mexican Americans--Press coverage  Search this
Immigrants--Civil rights  Search this
Citizenship  Search this
Emigration and immigration law  Search this
Prejudices in the press  Search this
Emigration and immigration  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_1065186

El Cinco de Mayo : an American tradition / David E. Hayes-Bautista

Author:
Hayes-Bautista, David E. 1945-  Search this
Physical description:
viii, 293 p. : ill. ; 24 cm
Type:
Books
Place:
California
United States
Date:
2012
C2012
19th century
Civil War, 1861-1865
Topic:
Hispanic Americans--History  Search this
Hispanic Americans--Ethnic identity  Search this
Cinco de Mayo (Mexican holiday)--Social aspects  Search this
Puebla, Battle of, Puebla de Zaragoza, Mexico, 1862  Search this
Puebla, Battle of, Puebla de Zaragoza, Mexico, 1862--Social aspects  Search this
Puebla, Battle of, Puebla de Zaragoza, Mexico, 1862--Press coverage  Search this
History  Search this
Social aspects  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_989590

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