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A 30-year view of US Latino marketing: An interview with Andrew Orci
Journal of Cultural Marketing Strategy,
4
(1),
6-9
(2019)
Abstract
Within the USA, the changing demographic landscape is creating significant challenges for brand marketers across virtually all business categories. Evolving consumer tastes and preferences, coupled with new media technologies, have forced marketers to pioneer new strategies. In this interview, Andrew Orci, President and Chief Executive of Orci Advertising, a leading multicultural advertising agency, discusses what the future looks like for Latino and multicultural marketing, identifying key business trends and growth strategies.
Keywords: Latino; Hispanic marketing; Orci; advertising
The full article is available to subscribers to the journal.
Author's Biography
Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading US non-profit, non-partisan multicultural marketing research think tank and data science accelerator dedicated to increasing the representation of women, and ethnic and racial minorities in the USA. Dr Beniflah is the founder and editor-in-chief of the Journal of Cultural Marketing Strategy and author of ‘The Big Shift: Redefining Marketing in a Multicultural America’. He has a doctorate in business administration from Golden Gate University.
Andrew Orci is President and Chief Executive of Orci Advertising, where he focuses on building lasting relationships between brands and consumers. Andrew sits on the board of the American Advertising Federation and he has been interviewed by such major news outlets as Adweek, MediaPost, HispanicAd.com and Portada. Andrew has a bachelor’s of arts in film from the University of California Santa Cruz.
