Orci Appoints José Pablo Rodríguez as CEO to Lead Its Next Chapter

Four decades after Hector and Norma Orci founded Orci as a first-of-its-kind full-service agency helping brands authentically connect with Hispanic consumers, the agency has named José Pablo “JP” Rodríguez as CEO. The appointment reflects Orci’s continued commitment to its identity as a “Hispanic-first, multicultural always” agency, honoring the growing size, importance and impact of the U.S. Hispanic community on both the American economy and culture.

“My parents built Orci to help brands form real relationships with Hispanic consumers—not through stereotypes, casting choices or surface cues, but through respect, cultural understanding and trust,” said Andrew Orci, Chairman. “Forty years later, that mission matters more than ever. JP understands what makes Orci special and what this next chapter requires: honoring our legacy while building a stronger, more disciplined, future-ready agency.”

Rodríguez most recently served as Managing Director at Gallegos United, where he helped household names do more with less—reversing decades of subscriber decline for Comcast Xfinity, delivering new TurboTax users for a fraction of previous acquisition costs, and launching DoorDash campaigns that not only exceeded sign-up goals, but cut acquisition costs in half. He began his career at Lowe in Puerto Rico before joining Omnicom’s Dieste in New York. A decade later, he was leading that same office, shaping work for HBO, HP, PepsiCo and Pfizer. He is just as passionate about helping brands unlock lasting relationships with Hispanic consumers as the Orcis were.

“It’s a privilege to build on Orci’s remarkable legacy and its distinctive belief that the strongest brands are built through real human connection,” said Rodríguez. “What drew me here wasn’t simply the client roster—it was the philosophy behind the work. ‘Everyday Realness’ isn’t just a creative approach; it’s a way of building lasting relationships through cultural understanding, respect and authenticity. I’m excited to work alongside Andrew and the entire team as we help our clients build stronger brands and continue shaping the next chapter of Orci.”

The appointment comes as Hispanic consumers continue to reshape American culture and business growth. For Orci, the opportunity is not simply reaching this audience, but helping brands earn Share of Heart which in turn helps them build lasting relationships, all made possible through culturally fluent, emotionally honest work that respectfully reflects people and drives business impact.