Orcis make Chicago next destination

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Who: Hector Orci and Norma Orci, husband and wife co-chairs of La Agencia de Orci & Asociados, Los Angeles. The couple moved to the U.S. from Mexico in 1982 to start a Hispanic advertising division for McCann-Erickson Worldwide; in 1986 they negotiated a spinoff and created La Agencia. It now has billings of $67 million and counts American Honda Motor Co. and Allstate Insurance as clients.

La Agencia recently opened an office in Chicago to service Allstate and develop its client roster. The agency also spun off a separate PR business.

What's new: Norma sees the makeup of the Chicago Hispanic community as a microcosm of the U.S. Latino market. Hector believes there is a need for Hispanic agency services in Chicago, where the agency will prospect for new clients.

Trend: Hispanic consumers are feeling very confident. As a result, they will be active voters, says Ms. Orci (86% of Hispanic citizens intend to vote in 2000, according to the People En Espanol Hispanic Opinion Tracker 2000). Also, Spanish has come out of the barrio and become a language of consequence.

Myth: The belief that Hispanics will assimilate and lose their culture, Ms. Orci says.

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