Reproduction of a black-and-white photograph of a man driving a hearse. Next to the car is a man on a motorcycle. Probably used as a trade card to advertise a family business.
General:
Series 1, Box 3, U.S.A.--California--Santa Monica.
Collection Restrictions:
The collection is open for research use.
Collection 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.
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.
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.
