A 30-year view of US Latino marketing: An interview with Andrew Orci

Jake Beniflah and Andrew Orci
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Jake Beniflah: Executive Director, Center for Multicultural Science, USA

Journal of Cultural Marketing Strategy, 2019, vol. 4, issue 1, 6-9

Abstract: Within the USA, the changing demographic landscape is creating significant challenges for brand marketers across virtually all business categories. Evolving consumer tastes and preferences, coupled with new media technologies, have forced marketers to pioneer new strategies. In this interview, Andrew Orci, President and Chief Executive of Orci Advertising, a leading multicultural advertising agency, discusses what the future looks like for Latino and multicultural marketing, identifying key business trends and growth strategies.

Keywords: Latino; Hispanic marketing; Orci; advertising (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2019
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