HispanicBusiness

LOS ANGELES, Aug. 31 /PRNewswire/ -- Georgia-Pacific Corp. has stepped into the Hispanic marketing arena by selecting La Agencia de Orci & Asociados, one of the largest independently owned Hispanic marketing agencies in the U.S., as its Hispanic advertising agency of record. Orci has been charged with marketing Georgia-Pacific's wide array of brands to the U.S. Hispanic market. The first assignment, to create the first Hispanic targeted campaign for Brawny paper towels, will launch this week with TV spots and is part of an integrated advertising/sales promotion program designed entirely by La Agencia de Orci for Western markets.

"Orci has displayed the unique potential to mold our brand into a Hispanic household name and we are very encouraged with the agency's superior retail capabilities," says Gino Biondi, Director Brawny Marketing. "We are looking to grow in many new areas and build the strength of our brand, and the partnership with La Agencia de Orci is a critical part of our developing integrated marketing efforts for the future."

Orci will provide Georgia-Pacific with services such as research, account planning, creative development, production, language services and retail displays. The first assignment is for Brawny towels and included in-depth research, which was conducted with Hispanic consumers throughout the country, before the final advertising concepts were developed. The first Spanish-language campaign ever for Brawny(R) will include a media mix with TV, radio, in-store sales promotions and community events. The TV spots will break this week.

"Georgia-Pacific's decision to address Latinos is an undeniable sign that corporate America continues to recognize the tremendous opportunity in the nearly $700 billion U.S. Hispanic market," states Dilys Tosteson Garcia, President & COO of La Agencia de Orci & Asociados. "We are proud to be part of Georgia-Pacific's growth. We know the U.S. Latino market, we understand the target consumer and their behavior. We understand the client's challenges and can deliver the marketing results that Georgia-Pacific wants for their brands."

About Georgia-Pacific

Headquartered at Atlanta, Georgia-Pacific is one of the world's leading manufacturers and marketers of tissue, packaging, paper, building products and related chemicals. With 2004 annual sales of $20 billion, the company employs approximately 55,000 people at more than 300 locations in North America and Europe. Its familiar consumer tissue brands include Quilted Northern(R), Angel Soft(R), Brawny(R), Sparkle(R), Soft 'n Gentle(R), Mardi Gras(R), So-Dri(R), and Vanity Fair(R), as well as the Dixie(R) brand of disposable cups, plates and cutlery. Georgia-Pacific's building products manufacturing business has long been among the nations leading suppliers of building products to lumber and building materials dealers and large do-it-yourself warehouse retailers. For more information, visit http://www.gp.com/.

About La Agencia de Orci & Asociados

Founded 18 years ago, La Agencia de Orci & Asociados is today one of the largest independently owned Hispanic marketing agencies in the country. La Agencia is headquartered in Los Angeles, with additional offices in Chicago and New York. The agency generated $100 million in billings from U.S. Hispanic marketing campaigns in 2004 for major national brands such as Allstate, Honda, CASA (National Court Appointed Special Advocates), La Opinion, McNeil Nutritionals and Verizon. In addition, the agency actively provides support for pro bono and community marketing accounts such as the Children's Bureau of Southern California, the Latino Scholarship Achievement Corporation (LSAC) and the Mexican American Legal Defense and Educational Fund (MALDEF). More information can be found by visiting http://www.laagencia.com/. La Agencia de Orci & Asociados

Web site: http://www.laagencia.com/http://www.gp.com/