Celebrating the life and legacy of Norma Orci, co-founder and chairwoman of Orci and trailblazer of multicultural advertising

It is with profound sadness that multisegment agency Orci announces the passing of co-founder and chairwoman Norma Orci, who passed away on August 3. She leaves behind two children, two grandchildren and an indelible mark upon the advertising industry, having played a crucial role in launching effective, thoughtful and impactful multicultural marketing targeting U.S. Hispanics and setting a standard for messaging emphasizing appreciation and respect for this growing community.

Norma and her husband Hector Orci co-founded La Agencia de Orci in 1986, one of the first Hispanic-owned and operated agencies in the U.S. As a startup, the family-owned agency created a government campaign to promote citizenship applications among undocumented immigrants, and later led first-of-its-kind initiatives for top global brands like Disney, Dole and Honda. Historically, American brands and businesses lacked awareness of the Latino community’s presence in the U.S. and the Orcis fought tirelessly to change that.

“When we founded the agency in 1986, one of our primary goals was to authentically engage with consumers. In order to do that, we designed a strategic approach called Share of Heart™, which emphasizes showing appreciation and respect for them,” Mrs. Orci once remarked while reflecting on the company’s founding principles.

In memory of Norma Orci, the Orcista community—which includes dozens of current and former Orci employees—will continue to honor her dedication by breaking barriers, fighting stereotypes and creating authentic connections between brands and multicultural communities.

“My mother, Norma, built a legacy which we strive to stand up to every day, helping our industry grasp just how integral the Hispanic community is to our broader world, and helping them find authentic ways to communicate and engage. She ensured a focus on marketing that matters, considering not only our clients but also our consumers, communities, industry, and staff. Her legacy will undoubtedly live on in the hearts of all who had the privilege of working alongside her, and for that I will forever be grateful,” said Andrew Orci, chairman of Orci.