Orcí: Los insights hispanos tienen un impacto significativo en otros segmentos
For Andrew Orci, Co-Founder and CEO of the Orci agency, the industry’s future lies in multisegment marketing, a term that well describes the work Orci has done since the origin of multicultural marketing. “We’re adopting this updated identity for the new decade,” he announced. “We have chosen to formally expand our approach, adopting multisegment marketing and appealing to consumers by acknowledging their differences,” Orci said. Multicultural marketing, typically targeting Hispanic and Asian consumers, has traditionally been considered marketing to non-English-language segments outside the general market. “Our multisegment approach recognizes the reality that these cultural segments also use general market media, and that multisegment is consequently the future of marketing.” Much of the work Orci has done over the past few years for its clients in the U.S. such as Honda and Acura has been created and produced in English to run in general market media with large Hispanic audiences. “This means that we have already been using multisegment tactics successfully,” he added. Along with the new marketing approach, the agency inaugurated at the beginning of this year a new office that integrates the key areas of its growth. “We have incorporated Ozone – our production studio – with the intention of catering better to our clients’ needs for more content,” Orci said. “Additionally, the social media unit will no longer be independent because we have integrated it into each department of the agency, bearing in mind that social media will be an important growth engine in the future.”
