Orci accents Acento.

Roberto Orci has joined Acento as President, reporting to CEO Benito Martinez-Creel. Orci brings to Acento an outstanding reputation for building brands and getting results. Orci and Martinez-Creel will work closely together to revamp agency services, open new divisions, and propel the overall agency business.

“Truth is,” says Acento’s CEO Benito Martinez, “talent is the most important currency in any creative business, and I am a true believer of that. Roberto is a fountain of ideas, and has a deep understanding of the market that comes across as quiet confidence and speaks to the essence of our shop.”

Martinez-Creel and Orci held their “serendipitous” meeting when Orci was a member of the Board of Directors at Juanita’s Foods, a client of Acento’s. “From the start I was impressed by the Acento’s seasoned team and the high-level quality of their work,” Orci said. “And I realized we were a good match working together,” added Creel.

Roberto Orci joins Acento from his stint at Orci Management Consulting, which he started in 2002. Prior to the consulting business, Orci was the driving force behind La Agencia de Orci where he served as President for 12 years. Orci has led strategic-marketing efforts for Ogilvy & Mather in Mexico, Canada and the U.S. He has also held a slot as a Brand Manager for Procter & Gamble, Mexico. Orci’s multiple category experience includes overseeing blue chip accounts such as American Express, Nestle Foods, Allstate Insurance and American Honda, to name a few.

“Roberto brings the expertise, the vision and the leadership that will drive Acento to a new level of service for our clients,” concludes Martinez-Creel.

Photo: Left to right, Roberto Orci and Benito Martínez-Creel.