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Creator:

Sunshine, Sara  Search this

Spanish Advertising and Marketing Service  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

GUID:

https://n2t.net/ark:/65665/ep8a09dc7dd-a82c-469c-ae5b-d24a7000b6fe

EDAN-URL:

ead_collection:sova-nmah-ac-1343

Creator:

Fernandez, Castor  Search this

Castor Advertising Corporation  Search this

Names:

Anheuser-Busch, Inc.  Search this

Heublein, Inc.  Search this

International Rescue Committee  Search this

Richardson-Vicks Inc  Search this

Extent:

1 Cubic foot (4 boxes)

Type:

Collection descriptions

Archival materials

8mm films

Advertisements

Business records

Dvds

Handbooks

Letters (correspondence)

Masters theses

Magazines (periodicals)

Newsletters

Photographs

Press releases

Vhs (videotape format)

Newspaper clippings

Hispanic american periodicals

Date:

1960-2007, 2018

Summary:

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:

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:

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:

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.

Provenance:

Collection donated to the Archives Center in 2018 by Castor Fernández.

Restrictions:

Collection is open for research.

Rights:

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.

Topic:

Advertising agencies  Search this

Advertising campaigns  Search this

Advertising executives  Search this

Articles  Search this

Awards  Search this

Marketing  Search this

Minorities in advertising  Search this

Alcohol -- advertising  Search this

advertising -- Alcoholic beverages  Search this

Hispanic American businesspeople  Search this

Hispanic American consumers  Search this

Hispanic Americans  Search this

Cuban American business enterprises  Search this

Genre/Form:

8mm films

Advertisements

Business records

DVDs

Handbooks

Letters (correspondence)

Masters theses

Magazines (periodicals)

Newsletters

Photographs -- Color photoprints -- 1950-2000

Photographs -- Color photoprints -- 21st century

Press releases

VHS (videotape format)

Newspaper clippings

Hispanic American periodicals

Hispanic American periodicals

Citation:

Castor Advertising Corporation Collection, Archives Center, National Museum of American History

Identifier:

NMAH.AC.1461

See more items in:

Castor Advertising Corporation Collection

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8ad12c32d-fc26-4704-ab75-5f3c53184328

EDAN-URL:

ead_collection:sova-nmah-ac-1461

Sponsor:

Coors Brewing Company  Search this

Creator:

Valdes Zacky, Dolores  Search this

Names:

Arrowhead Puritas Waters, Inc.  Search this

Mitsubishi  Search this

Partnership for a Drug-Free America  Search this

Thompson, J. Walter (advertising agency).  Search this

Vons Grocery Company  Search this

Extent:

2 Cubic feet (2 boxes, 3 oversize folders)

Type:

Collection descriptions

Archival materials

Magazines (periodicals)

Oral history

Storyboards

Proposals

Commercials

E-mail

Press releases

Newsletters

Correspondence

Articles

Awards

Books

Dvds

Photographs

Advertisements

Clippings

Date:

1955 - 1999

Summary:

The collection documents the work of Dolores Valdes-Zacky and her advertising firm Valdes-Zacky Associates, who specialize in the Hispanic consumer market.

Scope and Contents:

The collection includes guidebooks on marketing to Hispanics; business records; letters and emails; photographs; an award; case studies; ad campaign proposals; story boards; press releases; print advertisements for the agency and for its clients, as well as for products; a DVD of commercials; newsletters; magazine and newspaper articles. Some items in the collection relate to Valdes Zacky's work with the J. Walter Thompson firm.

Arrangement:

The collection is divided into two series.

Series 1: Background Materials, 1955-1999

Series 2: Advertising and Marketing Materials, 1989-1999

Biographical / Historical:

Dolores Valdes-Zacky started her career in advertising with the J. Walter Thompson agency. She left to start her own firm, Valdes-Zacky Associates in 1987, specializing in tapping the Hispanic consumer market. Some of the agency's clients have been Mitsubishi Motors, Adolph Coors Company, Arrowhead Puritas Waters, Vons Grocery, and the Partnership for a Drug Free America.

Provenance:

Collection donated by Dolores Valdes Zacky, 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 history  Search this

Minorities in advertising  Search this

Advertising campaigns  Search this

Advertising agencies  Search this

Advertising executives  Search this

Women in advertising  Search this

Marketing -- 1950-2000  Search this

Genre/Form:

Magazines (periodicals) -- 20th century

Oral history -- 20th century

Storyboards

Proposals -- 20th century

Commercials -- 20th century

E-mail

Press releases -- 20th century

Newsletters -- 20th century

Correspondence -- 20th century

Articles -- 20th century

Awards

Books -- 20th century

DVDs

Photographs -- 20th century

Advertisements -- 20th century

Clippings -- 20th century

Citation:

Dolores Valdes-Zacky Papers, 1955-1999, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.1394

See more items in:

Dolores Valdes-Zacky Papers

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep80a93d8d7-ce76-4070-ad10-47643f19d912

EDAN-URL:

ead_collection:sova-nmah-ac-1394

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

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