• by Fern Siegel , 5 hours ago

Los Angeles-based Orci agency, which helps brands connect with Hispanic markets, named José Pablo “JP” Rodríguez as CEO. 

Most recently, Rodríguez served as managing director at Gallegos United, working with brands such as Comcast Xfinity, TurboTax and DoorDash.

Earlier, he worked at Omnicom's Dieste in New York, developing campaigns for HBO, HP, PepsiCo and Pfizer, connecting them to various multicultural groups. He began his career at Lowe in Puerto Rico.

“Orci’s superpower has always been its ability to understand real people deeply and earn their trust. This next chapter is about making that understanding move at the speed of business, building infrastructure to turn its audience intelligence into something real-time, contextual and scalable. While we’ll use new tools, including AI, to sharpen that understanding, we won’t ever replace the genuine human insights that sit at the center of our work. As an independent agency, we can experiment and move faster than most,” Rodríguez told Agency Daily.

Hispanic buying power in the U.S. has skyrocketed since 2010, rising from $1 trillion to a projected $2.8 trillion by 2026, according to the Selig Center for Economic Growth, reports eMarketer. 

Orci has been tapping into that economic force for 40 years. Its client list includes Honda, Northgate González Markets and Chevron.

“My parents built Orci to help brands form real relationships with Hispanic consumers — not through stereotypes, casting choices or surface cues, but through respect, cultural understanding and trust,” said Andrew Orci, chairman. “JP understands what makes Orci special and what this next chapter requires: honoring our legacy, while building a stronger, more disciplined, future-ready agency.”