Orcí: Los insights hispanos tienen un impacto significativo en otros segmentos
Andrew Orcí, CEO at Orcí Advertising, said the focus of the agency is on the U.S. Hispanic consumer. “The Hispanic market continues to be the fastest growing segment of the entire market. In fact, for many brands and categories, it represents 100% of sales growth. Latinos are also growing more diverse in their media habits, that is why we reach them wherever they are with relevant targeted messages, including in mainstream channels” he explained. He says that research has proven that Latino insights have a significant impact on other segments, which is why many marketers are starting to lead their total market efforts based on their Hispanic approach.Orcí is creatively characterized by aiming at the audience’s emotions and by building strong brand/consumer relationships, with memorable campaigns. “We reflect Latinos, as they exist in their world. We know them deeply and we identify what’s trending and relevant for them” added the CEO. The agency stands out for constantly innovating in their processes. They work closely with partners such as Facebook and Snapchat, to understand new formats and look for applications that help their clients’ communications, such as chat bots or ads on Facebook canvas. An exciting recent project has been Honda’s 2017 CR-V National launch campaign. It had a moving spot on TV and then became the quest for a home for three dogs, with the help of their social media audience. All three dogs were adopted. “Best of all, the campaign earned Latino share of heart” he added. Dole’s Facebook community for Hispanic mothers is another of their big success cases since it has a huge social conversation that is fed daily.
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