Multicultural Advertising Pioneer Norma Orci Has Died

Multicultural advertising and agency pioneer Norma Orci, died on August 3.   

Norma and her husband Hector Orci co-founded La Agencia de Orci in 1986, one of the first Hispanic-owned and operated agencies in the U.S.   



One of the startup agency’s first efforts was a government campaign to promote citizenship applications among undocumented immigrants. It later led first-of-its-kind multicultural initiatives for top global brands like Disney, Dole and Honda.   

Historically, American brands and businesses lacked awareness of the Latino community’s presence in the U.S. and the Orcis fought tirelessly to change that.  

“When we founded the agency in 1986, one of our primary goals was to authentically engage with consumers. In order to do that, we designed a strategic approach called Share of Heart, which emphasizes showing appreciation and respect for them,” Norma Orci once remarked about the firm’s principles.   

Agency chairman Andrew Orci stated: “My mother, Norma, built a legacy which we strive to stand up to every day, helping our industry grasp just how integral the Hispanic community is to our broader world, and helping them find authentic ways to communicate and engage. She ensured a focus on marketing that matters, considering not only our clients but also our consumers, communities, industry, and staff. Her legacy will undoubtedly live on in the hearts of all who had the privilege of working alongside her, and for that I will forever be grateful.”   

Orci started her career as a junior copywriter in 1976 at Noble & Asociados, Mexico’s then-largest ad agency. From 1982-86 she was founding creative director of McCann's Hispanic Division, La Agencia de McCann-Erickson. 

The agency is based in Los Angeles and in 2020 Marina Filippelli succeeded Andrew Orci as CEO. 


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