Norma Orci, co-founder of the multi-segment agency Orci and a multicultural advertising pioneer, died on Aug. 3 following a battle with cancer. She was 79.

Norma and her husband Hector Orci co-founded La Agencia de Orci in 1986. The agency was one of the first Hispanic-owned and -operated agencies in the U.S. Orci made a name for itself in its first year by creating a government campaign that promoted citizenship applications among undocumented citizens. Nearly 3 million immigrants responded to the campaign, according to a 2017 article by the Los Angeles Times.

“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,” Norma Orci once remarked while reflecting on the company’s founding principles, according to a statement provided by the agency.

Since then, the shop has gone on to work with Honda, Jack in the Box, Dole Sunshine and Angel Soft.

Norma Orci was born in 1944 in Chihuahua, Mexico. She moved to Los Angeles when she was 7 years old and later worked there as a reporter and morning and evening news anchor for Radio VIP, which was affiliated with CBS Radio. Norma Orci spent six years as a creative director at Noble & Asociados, holding roles for the agency in both Mexico City and Newport Beach, California. After marrying her husband, whom she met in Los Angeles, the two were hired by McCann-Erickson in 1982 to establish the agency’s Hispanic division.

Shortly after, the couple launched its own agency bearing their name.

“I was a creative that liked account executives—a very rare person,” Norma Orci joked about her relationship in an 2018 Ad Age profile highlighting 7 executives over 70 years old. “And Hector was a guy who got along with creatives, so it was an easy fit.”

Look back: 7 executives over 70 years old

Norma Orci took on the role of executive creative director at Orci, a position she held for 10 years. In 1996, she was named chief creative officer, a post she held until 2003 when she became the agency’s president. She retained that role until 2010. Afterward, Orci acted as co-chair along with her husband. 

Norma Orci received multiple accolades throughout her career, including the American Advertising Federation’s Industry Career Achiever Award. In 2018, both Norma and Hector Orci were inducted into the Hispanic Marketing Council Hall of Fame. She was also named Philanthropist of the Year by the New American Alliance that same year.

Beyond a legacy that included setting the standard for thoughtful and effective work that impacts the Latino community, Norma Orci leaves behind two children and two grandchildren

“My mother Norma built a legacy 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,” said her son, Andrew Orci, who is also the chairman of the agency. “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.”