Roberto Orci Joins Captura Group as Executive Vice President
Renowned Multicultural Marketing Executive will Expand Agency’s Capabilities and Drive Growth
Captura Group a Hispanic and digital-first full service agency obsessed with helping brands connect with and uplift minority communities, is pleased to announce that multicultural marketing industry pioneer Roberto Orci has joined its team as Executive Vice President of Strategic Growth.
In this role, Roberto will lead initiatives that drive growth for Captura Group and its roster of clients. Roberto will further develop Captura Group’s Hispanic and digital-first capabilities that will enable its clients to effectively engage with and reach multicultural consumers. These include, multicultural operational readiness, assessment and implementation, multicultural data, analytics, research and insights, Hispanic social listening and influencer marketing in addition to multicultural artificial intelligence and omni-channel media.
Roberto brings robust agency-side experience growing Fortune 500 brands by strategically targeting U.S. Hispanic and multicultural consumers to Captura Group. He has driven quantifiable results for brands including Honda, Allstate, Wells Fargo Bank, Albertsons, Staples, Time Warner Cable, Nestle, Verizon, Western Union and CenturyLink Communications, among others. Prior to joining Captura Group, Roberto was the President and CEO of leading multicultural agencies Acento Advertising and La Agencia de Orci and was also the Vice President and Management Supervisor of the global advertising agency Ogilvy & Mather.
Roberto is a pioneer and sought after thought leader in the multicultural marketing industry. He is a founding member of the Association of National Advertisers Alliance for Inclusive and Multicultural Marketing, served as the Chairman of the Board of the Association of Hispanic Advertising Agencies and has lectured at Stanford University, UCLA, Pepperdine and California State University on the topic of multicultural marketing.
“When I co-founded Captura Group 20 years ago, the first person I reached out to for guidance was Roberto Orci”, said Lee Vann, Captura Group’s Executive Chairman. “Since that time, Roberto has been an inspiration, mentor and friend to me. I am truly honored to have him join our family.”
“I am thrilled to join the Captura Group team at such a pivotal time in our industry,” commented Roberto Orci. “I have dedicated most of my career to multicultural marketing and have never seen as much momentum as I am witnessing now. Cutting edge brands are driving measurable growth at the intersection of strategic multicultural and digital marketing and Captura Group is uniquely positioned to continue to harness these two market dynamics to succeed for our clients.”
A report by the Association of National Advertisers Alliance for Inclusion and Multicultural Marketing “The Case for Change” indicates that multicultural segments make up 40 percent of the U.S. population and control $3.7 trillion in buying power, data that brands can no longer afford to ignore. The upcoming release of the 2020 U.S. Census will bolster this data even further as the multicultural population in the U.S. continues to grow while the non-Hispanic white population declines.
“Not only does the data point to multicultural consumers as a critical engine for growth, but we are seeing first hand that Captura Group’s Hispanic and digital-first approach to multicultural marketing works” commented Walter Boza, Captura Group’s President and General Manager. “I am excited to welcome Roberto to our team and I am confident that his experience coupled with Captura Group’s platform and vision will accelerate growth for our clients and transform our industry.”
About Captura Group:
Founded in 2001, Captura Group is a Hispanic and digital-first full service agency obsessed with helping brands connect with and uplift minority communities. Captura Group has established itself as an industry leader by successfully leveraging the power of innovation and cultural intelligence to accelerate growth for its clients including Kellogg’s, Fiesta Auto Insurance, Dairy Farmers of America, The U.S. Government, E&J Gallo Winery and others. Captura Group is a certified Hispanic and Women owned enterprise with offices in Southern California and Chicago.