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Association of Hispanic Advertising Agencies Collection

Creator:
Sunshine, Sara  Search this
Spanish Advertising and Marketing Service (creator)  Search this
Association of Hispanic Advertising Agencies  Search this
Extent:
3.5 Cubic feet (3 boxes)
Type:
Collection descriptions
Archival materials
Storyboards
Video recordings
Posters
Photographs
Advertisements
Audio cassettes
Clippings
Date:
1962 - 2000
Summary:
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:
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:
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:
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.
Related Materials:
Materials at the Archives Center

Goya Foods, Inc. Records (AC0694)
Provenance:
Donated to the Archives Center in 2015 by the Association of Hispanic Advertising Agencies, through Horacio Gavilan.
Restrictions:
Collection is open for research.
Rights:
Reproduction restricted due to copyright or trademark. Contact the Archives Center for details.
Topic:
Advertising executives -- 1950-2000  Search this
Advertising agencies -- 1950-2000  Search this
Television advertising -- 1950-2000  Search this
advertising -- History -- 1950-2000  Search this
Advertising campaigns -- 1950-2000  Search this
Minorities in advertising -- 1950-2000  Search this
Marketing -- 1950-2000  Search this
Genre/Form:
Storyboards
Video recordings -- 1950-2000
Posters -- 1950-2000
Photographs -- 1950-2000
Advertisements -- 1950-2000
Audio cassettes -- 1950-1990
Clippings -- 1950-2000
Citation:
Association of HIspanic Advertising Agencies Collection, 1962-1995, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.1343
See more items in:
Association of Hispanic Advertising Agencies Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1343
Online Media:

López Negrete Communications Advertising Collection

Creator:
Lopez Negrete Communications (Houston, Texas)  Search this
Names:
Bank of America  Search this
Circle K Corporation  Search this
Fiesta Mart  Search this
Goya Foods, Inc.  Search this
Houston Metropolitan Transit Authority  Search this
Microsoft Corporation  Search this
Nationsbank  Search this
Tyson (Firm)  Search this
Wal-Mart (Firm)  Search this
Extent:
14 Cubic feet
Type:
Collection descriptions
Archival materials
Posters
Born digital
Oral history
Print advertising
Place:
Texas -- 20th century
Date:
1988 - 2015
Summary:
The López Negrete Communications Advertising Collection showcases the successful print advertising campaigns the communications agency undertook with major clients like Goya Foods, NationsBank, and Walmart. The advertising posters in this collection exemplify the agency's creativity in building on U.S. Latinos' everyday experiences to market American products and services. Alex and Cathy López Negrete, the founders of López Negrete Communications, made it their mission to use ethnographic approaches to better understand the U.S. Latino market which led to their success as the largest independently-owned Latino advertising agency in the country.
Scope and Contents:
The collection is made up of López Negrete Communications' large posters created as part of the print advertising campaigns for major American corporations and oral history interviews with Javier Gonzalez Herba, Alex López Negrete, and Cathy López Negrete. Transcripts for oral history interviews with Javier Gonzalez Herba and Alex López Negrete are available.

López Negrete Communications' clients include Fiesta Mart, Goya Foods, NationsBank (and its successor, Bank of America), Tyson Foods, and Walmart. The content of the posters serves as an example of the advertising agency's efforts to better understand the U.S. Latino market by engaging with Latinos' everyday experiences through ethnography and direct communication.
Arrangement:
The collection is divided into ten series.

Series 1: Background Materials, 2016

Series 2: Bank of America, 2000-2007

Series 3: Circle K, Totally Bueno, 2003

Series 4: Fiesta Mart, Inc., 2002-2003

Series 5: Goya Foods, Inc., 2003

Series 6: Houston Metropolitan Transit Authority (METRO), El camino a su destino/The Road to Your Destiny, 1988

Series 7: Microsoft, Nosotros vemos/We See, 2002

Series 8: NationsBank, 1994-1998

Series 9: Tyson Foods, 2001-2006

Series 10: Walmart, Inc. 1998-2015
Biographical / Historical:
Originally named Third Coast Marketing, López Negrete Communications was founded in 1985 by Alex and Cathy López Negrete. The advertising agency has been based in Houston, Texas since the beginning but has additional offices in Los Angeles and New York. López Negrete Communications is currently the largest independently-owned Latino advertising agency in the United States. It is known for drawing on the everyday lives and experiences of US Latino consumers in order to work with major corporate clients to market their products through effective communication and empowerment.
Separated Materials:
The Division of Work and Industry holds the following artifacts related to this collection:

Coin, Accession #: 2015.0305.01

Paperweight, Accession #: 2015.0305.02
Provenance:
Collection donated by López Negrete Communications, 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:
advertising -- Department stores  Search this
Hispanic American business enterprises  Search this
Latinos in American society and culture  Search this
advertising -- Banks  Search this
mexican Americans and mass media  Search this
Advertising agencies -- 20th century  Search this
advertising -- Computers  Search this
Advertising campaigns  Search this
Advertising history  Search this
Minorities in advertising  Search this
Mexican American business enterprises  Search this
advertising -- Food  Search this
advertising -- Transportation  Search this
Advertising agencies -- 21st century  Search this
Minorities in advertising -- 1950-2000  Search this
Hispanic Americans and mass media  Search this
Hispanic American consumers  Search this
Hispanic American mass media  Search this
Hispanic American businesswomen  Search this
Hispanic American capitalists and financiers  Search this
advertising -- Groceries  Search this
Hispanic Americans -- 1950-2000  Search this
Hispanic American businesspeople  Search this
Genre/Form:
Posters -- 1980-2010
Born digital
Oral history -- 2010-2020
Posters -- 20th century
Print advertising
Citation:
López Negrete Communications Advertising Collection, 1988-2015, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.1413
See more items in:
López Negrete Communications Advertising Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1413

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