MERCADEO Versión en español
Andrew Orcí of Orcí Advertising: Hispanic shops are pushing U.S. brands growth
3 de noviembre de 2015
Orcí: Se espera que el número de empresas dedicadas al mercado hispano crezca para atender el crecimiento del segmento
In trading terms, Hispanic agencies are responsible of aiding big, medium and small U.S. companies in boosting their sales and properly assisting the Hispanic market. This is the opinion of Andrew Orcí, President and CEO at Orcí Advertising referring to the contribution of the sector to American advertising. “From the beginning, the success achieved by visionary clients like Honda, Verizon, Procter & Gamble and McDonalds, among others, comes from the AHAA establishment, which consolidates our industry” he told PRODU. About the challenges that the Hispanic market faces, he pointed out that they continue to be upholding values, Spanish language and a deep sense of family. “Hispanic agencies must keep on with our conviction work, proving the great effectiveness of strategic advertising, focused at our market, either in English or Spanish.” Without any doubt, the Hispanic market keeps on growing, Orcí said. “We estimate that future growth will keep the same pace. Also we expect an increase in the number of companies focus on the Hispanic market in order to serve the target growth.” Regarding the donation made by the agency to the Smithsonian, Orcí said that the artwork represents the different immigrant groups that should be protected by the American government through legalizing their status in the country. “The target group fully understood the symbolism and gave a very positive feedback. This painting was a visual key for the campaign. The campaign took place in 1987 and resulted in the legalization of 3.2 million eligible immigrants”.
