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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:
Collection descriptions
Archival materials
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
GUID:
https://n2t.net/ark:/65665/ep82a861536-25d5-4aed-9857-90cfffce228d
EDAN-URL:
ead_collection:sova-nmah-ac-1384
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
GUID:
https://n2t.net/ark:/65665/ep8e8b897a3-3138-4617-b01c-d4723ea61c7a
EDAN-URL:
ead_collection:sova-nmah-ac-1413

Latino Winemakers Oral History Project Collection

Creator:
National Museum of American History (U.S.)  Search this
Interviewer:
Johnson, Paula, Curator  Search this
Loza, Mireya  Search this
Velasquez, Steve  Search this
Interviewee:
Bazán, Mario  Search this
Brambila, Gustavo , 1953-  Search this
Castillo Llamas, Alejandro  Search this
Ceja, Juanita  Search this
Ceja, Pedro  Search this
García , Placido  Search this
Herrera, Rolando  Search this
Hurtado, Aurelio  Search this
Llamas , Rosa  Search this
Llamas, Esther  Search this
Maldonado, Hugo  Search this
Maldonado, José Guadalupe  Search this
Morán Ceja, Amelia  Search this
Portillo, Lorenzo  Search this
Preciado, Salvador  Search this
Robledo, Everardo  Search this
Robledo, Vanessa  Search this
Segura, Rosaura  Search this
Torres, Edgar  Search this
Extent:
7.71 Gigabytes (9 .mp3 files, 13 .wav files, 19 .pdf files)
Culture:
Latinos  Search this
Latinx  Search this
Type:
Collection descriptions
Archival materials
Gigabytes
Born digital
Oral history
Transcripts
Date:
2011-2019
Summary:
Collection documents Mexican American winemakers through oral history interviews and transcripts.
Content Description:
Born-digital audio interviews and transcripts with Mexican American winemakers.
Arrangement:
Collection is arranged into one series, alphabetically by interviewee name.
Historical:
The history of winemaking in California cannot be told without recognizing the significant contributions of Mexican and Mexican American workers, who planted, nurtured and harvested the wine grapes. In recent decades, some have become successful wine makers and owners, applying technical expertise as well as knowledge gained through years of experience and mentorship under established winemakers. The Sonoma, Napa and Lake Country districts now include numerous Latino-owned wine estates.
Related Materials:
Materials in the Archives Center

American Wine Documentation Project, NMAH.AC.0817
Provenance:
Collection made for the National Museum of American History.
Restrictions:
Collection is open for research. Access and use of born digital audio materials available in the Archives Center reading room.
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:
Latinas  Search this
Labor  Search this
Mexican American business enterprises  Search this
Wine and wine making  Search this
Wine industry  Search this
Bracero Program  Search this
Migrant workers  Search this
Entrepreneurship  Search this
Genre/Form:
Born digital
Oral history
Transcripts
Citation:
Latino Winemakers Oral History Project Collection, Archives Center, National Museum of American History
Identifier:
NMAH.AC.1516
See more items in:
Latino Winemakers Oral History Project Collection
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep8d96351eb-0716-4f22-b151-cfaa7a33606a
EDAN-URL:
ead_collection:sova-nmah-ac-1516

Zeferino Ramirez Funeral Home

Topic:
Ethnic Imagery Project, Archives Center
Advertiser:
Ramirez, Zeferino  Search this
Collection Creator:
National Philatelic Collection, Smithsonian Institution.  Search this
Blenkle, Victor A., Dr., 1900-1978 (physician)  Search this
Extent:
1 Item (black/white, 3-1/2" x 5-1/2".)
Type:
Archival materials
Photographs
Postcards
Picture postcards
Place:
California
Los Angeles (Calif.)
Santa Monica (Calif.)
Date:
[picture postcard]
Scope and Contents:
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.
Topic:
Hearses (Vehicles)  Search this
Motorcycles  Search this
Mexican American business enterprises  Search this
Funeral homes -- 1910-1930 -- California -- Los Angeles  Search this
Genre/Form:
Photographs -- Reproductions
Postcards
Picture postcards
Collection Citation:
Victor A. Blenkle Postcard Collection, c. 1880-c. 1970, Archives Center, National Museum of American History, Smithsonian Institution,
See more items in:
Victor A. Blenkle Postcard Collection
Victor A. Blenkle Postcard Collection / Series 1: Geographical Locations within United States / California - Santa Monica
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep86a373252-b92a-4bc8-aec2-336e848b7af3
EDAN-URL:
ead_component:sova-nmah-ac-0200-ref2225

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