MERCADEO Versión en español
Andrew Orci of COR: A new kind of general market exists that deserves a new kind of agency
27 de agosto de 2013
Andrew Orci, CEO de COR
The Hispanic agency Orci recently announced the launch of COR, a new agency dedicated to the multicultural needs of brands in the general market.Orci, based in Los Angeles, was founded in 1986 by Andrew Orci, CEO of COR, who partnered with Rich Colby, who will have the post of president and creative director of COR.The new multicultural agency has been operating under the radar for a year, with such clients as Cox Cable, Georgia-Pacific and Sutter Home Winery. The population of the United States is undergoing a dramatic change. The minority is quickly becoming the majority. Hispanics alone accounted for more than half our nations growth the last ten years. The trend is not only expected to continue, but to accelerate, which has created a new general market, thus necessitating a new kind of agency Orci saysCORs approach to the new general market includes its own tool for account planning called Total Market Mining, which helps advertisers identify the similarities and differences among the different segments of the consumer market, which enables them to allocate a marketing budget with greater efficiency.By studying the cultural similarities, as well as the differences of a target, we get to the core of what makes all consumers buy, says Colby. No one is left out. No one is unintentionally ignored or uninvited.
