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Letelier Brings New Creative Spirit to Orc'

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Francisco Letelier is bringing some Chicago flair to his new post as senior vice president/creative director at La Agencia de Orc' & Asociados in Los Angeles.
Since joining the agency six months ago, the former Leo Burnett executive has restructured the creative department and helped land the estimated $3 million Bell Atlantic Hispanic account.
"The group [is] more flexible, more dynamic," he said. "They've learned to become better managers of their time and workload."
Letelier, 38, had spent more than a decade at Burnett, most recently as creative director
of the Chicago agency's Hispanic division.
"We'd been working on getting him for about a year and a half," said Orc' co-founder and chief creative officer Norma Orc'. "He has an outstanding ability to involve everyone on the account team in the creative process."
Letelier began his career in his native Chile as an art director and copywriter at ALCO Publicidad in Santiago. He ascended to associate creative director when the agency merged with Burnett's Santiago office in 1988. He transferred to Chicago in 1990, and became creative director of the Hispanic group four years later.
During his stay at Burnett, Letelier worked on a broad range of categories, services and brands, including several Procter & Gamble products.
"To be creative, you must try to forget what you know, observe the target consumer and allow yourself to be mesmerized," said Letelier. "Anyone in the agency can be deemed creative if they have the determination to achieve excellence in their specific field."
Letelier is also working on Orc''s other accounts, including Allstate Insurance and American Honda.