Marlene Garcia leaves La Agencia de Orcí & Asociados.

Marlene Garcia, an established figure in Hispanic advertising, has officially announced her retirement as Partner, Executive Vice President of La Agencia de Orcí & Asociados. Her duties will be distributed throughout the Orcí executive team.

Garcia joined the Orcí’s in 1986 to manage the awareness and informational outreach campaign for the 1986 Immigration Reform Act (IRCA), one of the most complex programs handled by the agency. The campaign was designed to inform undocumented workers of the amnesty program as well as persuade them to sign up. The ads were translated into 48 languages and included TV, radio, print, direct marketing and community outreach.

Since joining in 1986, Garcia has been influential in bringing major brands, like Pepsi, Disneyland, KFC and MCI into the fold at Orcí. She has also been instrumental in designing retail and marketing programs that have create a lasting connection between the Hispanic community and Orcí’s clients. These programs, such as the Pepsi Playparks, enhanced local communities as well as created loyal consumers.

“Marlene has an exceptional dedication and commitment to the agency and to the work,” said Hector Orcí, chairman and co-founder of La Agencia de Orcí. “She has been the agency liaison to the community, including expanding our expertise in the market by reaching out to organizations and the Hispanic community as a whole.”

As partner and executive vice president, Garcia worked with the agency’s new business and public relations and promotions team to enhance new business relationships, and form strategic alliances that brought about a positive impact for the clients and the community.

“I love Marlene. She has been an amazing partner. She’s been able to surmount difficult times at the agency and moved beyond them with grace and spirit,” says co-founder and retired CCO, Norma Orcí. “I am grateful for her big heart and great intellect, her people skills, and for being a true friend when the chips were down.”

Garcia has been active in many civic and community organizations including The Latino Scholastic Achievement Corporation (LSAC), Retinitis Pigmentosa International, and Verified Audit Circulation (VAC). Along with other Orcí partners, Garcia teaches for the UCLA Extension Program. She is also an active participant in Mexican American Grocer’s Association (MAGA), National Council of La Raza (NCLR) and the American Advertising Federation (AAF).

“Working at La Agencia de Orcí has been a joy,” said Garcia. “Being involved with a pioneering company like Orcí that takes pride in the quality of work, gave me a unique place to teach and enhance my expertise. However it is time to leave the company in the hands of that incredible talent.”

Garcia earned a bachelor’s degree in languages and literature from City College, CUNY. A native of New York, Garcia began her career in Mexico City as director of Berlitz Schools of Language and manager of sales promotion and public relations for Tupperware. After moving to Los Angeles, she became the community relation’s supervisor for the Miller Brewing Company, where she was responsible for developing and supervising ethnic marketing programs. Advancing to Tracy-Locke Advertising as vice president, account supervisor, Garcia was the driving force behind Pepsi-Cola’s entry into the Hispanic market, and her career mirrored the successful growth of the Pepsi brands as well as the market itself.