Market Mining

COR is an ad agency created by two award-winning general market and seasoned multicultural partners. At COR, we dig deeper into today’s increasingly multicultural Mainstream Market to mine and extract every dollar from every target segment.

Minorities are now the majority in many major cities. Yet, these consumers are often overlooked by mainstream advertising. By studying the cultural similarities, as well as the differences of a target, we get to the core of what makes all consumers buy.

COR makes sure that nothing is left on the table. No one is left out. No one is unintentionally ignored or uninvited.

Digging Deeper

COR has developed Total Market Mining® – a proprietary account planning process that helps us understand the similarities and the differences among a diverse target in terms of their values, attitudes, and preferences.

By focusing on similarities, and avoiding differences, we create work that is more engaging, effective, and relevant to more consumers. We deliver total reach, total relevance, and brand consistency.

No one understands The New General Market better than we do because we were formed by Orci, one of the nation’s top Hispanic agencies, and Rick Colby, former President of Colby & Partners, a $250 million general market agency.

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  • Angel Soft

    Angel Soft wanted an ad campaign that would deliver every target consumer they were paying to reach. They wanted a single, consistent message that would resonate with all their consumers.

    Our concepts went through Georgia-Pacific’s very stringent testing and exceeded the norms for both General Market and Hispanic advertising in brand communication, relevance, and purchase intent.

    Our national TV spot achieved the highest copy effectiveness score of any bath tissue spot in the history of Georgia-Pacific.

  • Cox Cable

    Cox needed a regional campaign to boost sales in California. They knew half their consumers were Hispanic, and they also knew that to get great results they needed the campaign to be relevant to everyone they were paying to reach.

    We used Total Market Mining® to dig deep into the cultural similarities and differences of the Cox consumer. By focusing on the similarities and avoiding the differences, our campaign was more engaging to more of the target.

    Our digital, TV, radio, print, and direct campaign for Cox cable, phone, wireless, and internet services got results. Direct mail increased acquisition by 12%, upgrades by 21%. Our TV boosted response in some areas by an amazing 48%.

  • Sutter Home

    Sutter Home is one of the largest wine brands at retail and has been for years. However, Sutter Home now faces increased competition in the marketplace from younger, very dynamic brands.

    We are using our Total Market Mining strategic method to rebrand and help reinvigorate Sutter Home. Although we are just now at the start of the process, we have already developed a winning position and the new campaign will be breaking soon.

  • Rick Colby

    President, Creative Director

    I started COR because there's a need for an ad agency capable of talking to the traditional General Market, as well as the multicultural consumers that are now such a large part of the General Market.

    Before COR, I was President of Colby & Partners, one of the largest, most creative agencies in California. Colby & Partners started with $15 million in billings and grew to 16 clients and over $250 million.

    Before that, I partnered with George Lois in New York to form Lois Colby. Lois bought EJL, an established agency with offices in LA, Houston, and Chicago, and I became Vice Chairman of Lois/EJL.

    It all started with Larsen Colby. We opened with nothing and ended up working with Mercedes-Benz and Four Seasons Hotels. Eventually, we got an offer we couldn’t refuse. I’ve never looked back.

  • Andrew Orci

    CEO

    I was born in Mexico City and moved to the United States at the age of 11. It wasn’t long before I came to a big realization: Change happens. Constantly.

    Over the years, I gravitated toward positions of influence to help navigate change and set direction. Much of my success has been through bringing people together to create harmony and alignment of purpose.

    It started with grade-school sports. Later, it was making music. In college, I started a band that toured throughout North America and Europe. After graduation, I produced TV, film, and commercials.

    Today, I lead an ad agency team that comes together with clients to make deep and lasting connections. The kind of connections that not only weather change, but accomplish ambitious objectives.

    I’ve built a vast and rich personal and professional network that has also interconnected in productive ways. I believe that in this polarized world, humans are hungry to bridge the gaps.

    There is power in messages of inclusiveness that bring a note of harmony. And, as change continues to happen, my work goes on.

  • Hector Orci

    Chairman

    My approach to life and business has always been to bring people together to work seamlessly in creating something greater than the sum of its parts – without stress, animosity or pain.

    It started with music. My father had a collection of classical music which I started listening to at age 4. That was my introduction to understanding the enormous potential of people working together.

    Consequently, teamwork became my life strategy. I teamed with my best friend to organize our local Boy Scout troop into an award-winning organization, and with my brother to form a guitar duo.

    And I teamed with my wife Norma to start our agency which, 27 years later, continues to be an exceptional team of pioneering marketing professionals.

  • Ricardo Cardenas

    Executive Creative Director

    I’ve worked with several agencies – some bigger than others, some more international than others – but all great organizations. Along the way, I’ve collected a fair amount of awards for the teams I’ve led.

    The work I’ve done has been featured in magazines and sometimes they have even interviewed me. I’ve been invited to judge award shows and to speak in some universities.

    I love cooking. I do grilled lamb chops with more success than traditional oven ones. I’m a soccer maniac convinced a campaign to reclaim the label “football” used in the rest of the world is waiting to happen.

    I think texting and driving is equally stupid as drinking and driving and, of course, drinking and texting. But, I am very fond of drinking, I like driving, and I tolerate texting.

    This year I will celebrate 20 years of marriage and still don’t know how I will be surprising my wife. I have a kid that is everything for me and that I will fully train to change my diapers when old.

  • Diane Dreyer

    Senior Account Director

    I am a born and bred New Yorker who has spent more than half my life living in California. I like to think that I bring the best of both worlds to my life and my work.

    I am a truly direct, determined and passionately committed person. I am also incredibly optimistic, easy going and enjoy cultivating quality relationships over a good glass of wine.

    Over my 20 years in advertising, I’ve worked at large global agencies on both coasts. My experience spans from packaged goods, wine and spirits, and hotels, to entertainment, banking, and health care.

    I’ve also dabbled in TV production and co-created and produced a lifestyle syndicated TV series as well as a pilot for Cooking Channel.

    About 6 years ago, I expanded into multicultural communications working first on Asian brands such as Nissin Foods, Japan Airlines and Union Bank, before moving over to COR.

    I currently manage Sutter Home Wines, as well as several of the Georgia Pacific brands including Angel Soft, Brawny and Sparkle.

    I love the challenge of developing compelling campaigns to an evolving multicultural market. I believe that at the heart of every successful effort is a solid strategy based on common core beliefs.

    I am a wine geek and foodie who also loves sports. My other passions in life are my daughter (a recent USC grad), my two golden retrievers, and, of course, my husband.

COR
2800 28th Street, # 222
Santa Monica, CA 90405
info@corlosangeles.com
info@orci.com
310-622-4677

New Business:
Rick Colby
newbiz@corlosangeles.com
310-990-3491 direct

Job Opportunities:
Alejandra Prud'homme
jobs@corlosangeles.com
310-622-4650 direct

COR

Market Mining

COR is an ad agency created by two award-winning general market and seasoned multicultural partners. At COR, we dig deeper into today’s increasingly multicultural Mainstream Market to mine and extract every dollar from every target segment.

Minorities are now the majority in many major cities. Yet, these consumers are often overlooked by mainstream advertising. By studying the cultural similarities, as well as the differences of a target, we get to the core of what makes all consumers buy.

COR makes sure that nothing is left on the table. No one is left out. No one is unintentionally ignored or uninvited.

Angel Soft - The national TV spots we created for Angel Soft spoke to both The General Market and the Hispanic market and got the highest copy scores of any Georgia-Pacific spot ever.
Cox Cable - Our "Amazing Connections" campaign helped Cox talk to everyone in their target audience and increased sales as much as 48% in some areas.
America Honda - Our work for Honda has helped deepen their brand/consumer relationship through a single positioning, one brand personality, and one core message.
Suzuki Cars - By positioning Suzuki’s small SUVs against big, gas guzzling, behemoth SUVs, we made Suzuki America’s fastest growing Japanese car company.
Suzuki Motorcycles & ATVs - Our work for Suzuki Motorcycles & ATVs focused on the features as well as the fun, and helped establish them as leaders in the category.
California Avocados - Our award-winning outdoor, radio, and digital campaign helped The California Avocado Commission increase awareness, usage and sales.
Chandon - Our client needed something to help them break through the holiday clutter and set them apart from all the other sparkling wines.
COR
2800 28th Street, # 222
Santa Monica, CA 90405
info@corlosangeles.com
info@orci.com
310-622-4677

New Business:
Rick Colby
newbiz@corlosangeles.com
310-990-3491 direct

Job Opportunities:
Alejandra Prud'homme
jobs@corlosangeles.com
310-622-4650 direct