SANTA MONICA, Calif.--(BUSINESS WIRE)--Today Rick Colby and Andrew Orci announced the formation of COR, an agency dedicated to serving the ‘new general market.’
COR was founded by Orci, one of the nation’s most successful Hispanic agencies, and Rick Colby, who previously ran Colby & Partners, a $250 million, award-winning general market agency with clients such as Suzuki, Disney and California Avocados. Rick serves as president, creative director, and Andrew is CEO.
“The population of the United States is undergoing a dramatic change. The minority is quickly becoming the majority,” said CEO Andrew Orci. “Hispanics alone accounted for more than half our nation’s growth the last ten years. The trend is not only expected to continue, but to accelerate, which has created a ‘new general market,’ thus necessitating a new kind of agency.”
Operating independently from Orci, COR handles clients that want to get the most for their money by reaching all the important target segments for their brand, regardless of country of origin. Operating in stealth mode for the past year, COR already has a roster of digital, TV, print and direct mail work for such clients as Cox Cable and Georgia-Pacific. The shop is also working with Sutter Home Winery.
COR has developed Total Market Mining® – a proprietary account planning process that helps understand the similarities and the differences among a diverse target in terms of their values, attitudes, and preferences.
“By studying the cultural similarities, as well as the differences of a target, we get to the core of what makes all consumers buy,” said COR President and Creative Director Rick Colby. “COR was founded to make sure nothing is left on the table. No one is left out. No one is unintentionally ignored or uninvited.”
About COR
COR is an advertising agency created by two award-winning general market and seasoned multicultural partners. Led by industry veteran President and Creative Director Rick Colby and CEO Andrew Orci, COR (Colby + Orci = COR) was created to address today’s multiethnic “New General Market.” The Santa Monica, Calif.-based shop works with some of the top brands in the country, including Sutter Home, Cox Cable and Georgia-Pacific. For more information, please see www.CORlosangeles.com.
