Leading multi-segment agency Orci taps Diego Andrade as Executive Creative Director
02 de marzo de 2023
Multi-segment marketing and advertising agency Orci today announced the appointment of Diego Andrade as the agency’s Executive Creative Director. A former Orcista, Andrade previously served as the agency’s Associate Creative Director up until 2017, most recently serving as the VP of Creative Strategy at mitú.
In his new role, Andrade will lead day-to-day creative efforts for the agency on behalf of clients like Honda, Acura, ExtraMile, Chevron, Texaco and Paramount+, among others. As a self-described queer Mexican-American from an immigrant family, Andrade is passionate about fostering space for creatives of all backgrounds and perspectives to come together and collaborate. As he sees it, the best, most authentic work comes from that intersection of different cultures and our experiences, something which Orci as an agency is equally passionate about.
“We are overjoyed to welcome Diego back into our Orcista family,” said Marina Filippelli, CEO, Orci. “His experience, dedication and creativity will ensure that we continue to deliver thoughtful, nuanced and inspired work to our clients, while staying true to our multicultural roots. He represents the very best of us and I can’t wait to see all that we’ll achieve together.”
While at mitú, Andrade collaborated on the creation of the Filmmaker Mentorship Program in partnership with Walmart which aspires to increase representation in the industry for the Latinx community. He also oversaw the initial approval and creative development of mitú Studios' upcoming slate of original series.
“This is truly a homecoming for me, given that I launched my career as an intern on Orci’s creative team years ago,” Andrade said. “Orci gave me an incredible foundation for which I remain grateful, and showed me what was possible when Latines band together and do their best to ensure our community is represented in an authentic light. To that end, I want to create a space where we can support each other, inspire each other, push boundaries and create something dope together.”
Andrade assumes the creative reins from former SVP and Executive Creative Director Juan Jose (JJ) Quintana, who joined the agency in 2015 and will continue in an advisory capacity while pursuing independent creative endeavors.
“JJ taught me so much during my previous time at Orci,” Andrade said. “I’m excited to take on this role and mentor the next generation of Orci creatives, and I’m honored to continue the legacy of its founders, Hector and Norma Orci.”
Since 1986, the team at Orci have helped brands respectfully and authentically speak to Hispanic Americans, as representation and brand allyship are central to their belief system and something the agency emphasizes from a multicultural and intersectional standpoint. Orci refers to this as “earning the right,” meaning that a brand is earning the right to market their products or services to a community by ensuring that they are tangibly supporting that community in positive ways, as opposed to relying upon lip service. To that end, they’ve helped top global brands from Disney to Dole, Honda to Verizon, create lasting impressions and build lasting relationships with consumers.
In 2020, the agency expanded its multicultural marketing approach to multi-segment marketing in an effort to further address the complexities and nuances of today’s diverse consumers. Since then, the team at Orci have developed a progressive road map to navigate the changes in media, consumer, client, agency and production dynamics, significantly growing their social media and influencer marketing offerings and bringing functionalities like production in-house.