Hispanic Ad Agency Pioneer Norma Orci Dies

Norma Orcí, the co-founder and chairwoman of longtime U.S. Hispanic market advertising agency Orci, has died.

Along with her husband Hector Orci, the Orci agency rose in prominence to become a legacy shop.

Details were still forthcoming as of Friday morning (8/4).

In her bio appearing on the Orci website, she recalled, “When I started as a junior copywriter at Noble & Asociados, Mexico’s then-largest ad agency, the most important thing I learned was that the meta-objective of every ad was to build and strengthen the relationship between the brand and the target consumer. To accomplish this, my job was to find the best way to connect with the target, and demonstrate how the brand fit into and enhanced their life.”

When Hector and Norma Orci decided in 1986 to launch what was first known as La Agencia de Orcí to address the U.S. Hispanic market, she said they expressed this philosophy as “Capturing Share of Heart.”

She explained, “This not only guides our creative team, it also helps our clients to understand their Hispanic target and the important role that emotions and relationships play in brand selection and perception. And best of all, our clients experience the benefits of our approach because of the results we consistently generate.”

Orci remains headquartered in West Los Angeles, with offices on Sepulveda Boulevard. Today, the agency’s CEO is Marina Filippelli. Serving as SVP/Executive Creative Director is Diego Andrade.

Among Orci’s key clients are Chevron and Honda, with work on the broadcast, digital and social side of the U.S. Hispanic market.

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