Archives Center, National Museum of American History
Sosa, Bromley and Aguilar and Associates Records
Procter & Gamble Company
Mars, Incorporated
Sosa, Lionel
Sosa, Bromley and Aguilar and Associates (San Antonio, Texas)
American Airlines
Aguilar, Adolfo
Burger King Corporation
Coca-Cola Company
Anheuser-Busch, Inc.
Bromley, Ernest W.
NMAH.AC.1351
Archival Resource Key
14 Cubic feet
31 boxes and 1 map folder
1981-1997
The collection documents the work of the Sosa, Bromley and Aguilar and Associates advertising agency of San Antonio, Texas.
Collection is predominantly in English with significant material in Spanish and very few materials in Portuguese. Advertisements containing Spanish have English translations available in the finding aid. However, newspaper and magazine articles in Spanish do not have translations. Most of the audiovisual material is in Spanish or bilingual English/Spanish. Some audiovisual material is subtitled or dubbed in English.
Sosa, Bromley and Aguilar and Associates Records
Conditions Governing Access
Collection is open for research.
Immediate Source of Acquisition
Donated to the Archives Center in 2015, by Lionel Sosa, Ernest Bromley and Adolfo Aguilar.
Arrangement
This collection is divided into five series:
Series 1: Background Materials, 1980-2015
Series 2: Financial Materials, 1983-1989
Series 3: Clippings, 1988-1999
Series 4: Advertisements, 1988-1995
Series 5: Audiovisual Materials, 1988-1997
Biographical / Historical
Lionel Sosa (b. 1939) is from San Antonio, Texas and is of Mexican descent. His first venture as an entrepreneur was starting a graphic design studio called Sosart which later developed into an advertising agency. Ernest Bromley (b.1951), of Puerto Rican and Canadian descent, joined the company in 1981 while employed at the University of Texas, San Antonio as a researcher. Bromley's background in acculturation, advertising and consumer research provided a unique perspective for the newly developed Sosa and Associates. Adolfo "Al" Aguilar (b. 1955), also of Mexican descent, studied advertising and marketing at the University of Texas, Austin. Aguilar worked for Coca-Cola's first Hispanic Marketing Department when he began meeting with Sosa and Bromley. Eventually, Aguilar helped bring the Coca-Cola account to Sosa Bromley and Associates. This successful transfer ultimately led to the development of Sosa, Bromley and Aguilar and Associates.
Preferred Citation
Sosa, Bromley and Aguilar and Associates Records, 1981-1997, Archives Center, National Museum of American History.
Processing Information
Collection processed by Sandy Enriquez, Latino Museum Studies Fellow Summer 2018, under the supervision of Alison Oswald.
Related Materials
Materials in the Archives Center:
López Negrete Communications Advertising Collection (NMAH.AC.1413)
Hector and Norma Orcí Advertising Agency Records (NMAH.AC.1384)
Association of Hispanic Advertising Agencies Collection (NMAH.AC.1343)
Dolores Valdes-Zacky Papers (NMAH.AC.1394)
Castor Advertising Corporation Collection (NMAH.AC.1461)
Spanish Language Television Collection (NMAH.AC.1404)
Goya Foods, Inc. Collection, 1960-2000 (NMAH.AC.0694)
Scope and Contents
The collection documents the work of the Sosa, Bromley and Aguilar and Associates advertising agency of San Antonio, Texas. They created advertising for large corporations such as Western Union, American Airlines, Coca-Cola, Mars, Procter and Gamble, Anheuser-Busch, and Burger King. Additionally, they worked on political campaigns for Republican candidates including George W. Bush and Ronald Reagan. Works created for local institutions such as the San Antonio Symphony and Incarnate Word High School are also represented in the collection. Sosa, Bromley and Aguilar were pioneers in developing advertising strategies to appeal to Latino consumers.
This collection includes internal corporate documentation such as awards, financial reports, marketing strategies, advertisement samples and newsletters, as well as newspaper and magazine articles. The majority of the collection consists of audiovisual materials in D2, BetacamSP, 3/4" U-Matic and 1" videotape formats. The audiovisual materials contain commercials, casting calls/auditions, director reels, public service announcements, focus groups sessions and more. Six hours of oral histories with the principals and transcriptions of the interviews are also included in the collection. Prominent sections of the collection include advertisements created for the Center for Disease Control to address misconceptions about AIDS in Latino communities, as well as photographs, an audiocassette, and public service announcements pertaining to the life and death of singer Selena Quintanilla-Pérez.
Separated Materials
Items relating to this collection were donated to the Division of Numismatics and Division of Work and Industry. See accessions: 2002.0007.0517 (Tetradrachm coin); 2015.0080.01 (1988 Clio Award Trophy Hispanic Advertising AIDS Campaign); 2015.0080.02 (Promotional Mug); 2015.0080.05 (Promotional Watch); 2016.3049.02 (1993 Clio Award for Hispanic Market Coca Cola Classic); 2015.0080.06 (1990 Adweek Plaque); 2015.0080.03 (1995 Selena Commemorative Pin).
Conditions Governing Use
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Oral history
Newsletters
Marketing records
Ephemera -- 20th century
Advertising campaigns
Advertising agencies -- 1980-2000
Advertising executives
advertising -- Soft drinks
advertising -- Food
advertising -- Confectionery
advertising -- Beverages
advertising -- Brand name products
advertising -- Audio-visual materials
advertising -- Alcoholic beverages
advertising -- 1980-2000
advertising -- Airlines
Minorities in advertising
Texas -- 20th century
Television advertising -- 1980-2000
Photographs -- Black-and-white photoprints -- Silver gelatin -- 1980-2000
San Antonio (Tex.)
Commercials
Awards
Advertisements -- 1980-2000
Ledgers (account books)
Articles -- 20th century
Magazines (periodicals) -- 20th century
advertising -- History
Background Materials
Series 1
Archival Resource Key
1980-2015
Ernest Bromley Oral History Transcript
Archival Resource Key
1 Electronic discs (DVD)
2015-02-01
1
1
Scope and Contents
Interviewer: Kathleen Franz; total running time: 1:31:20; 28 pages.
Al Alguilar Oral History Transcript
Archival Resource Key
1 Electronic discs (DVD)
2015-02-02
1
1
Scope and Contents
Interviewer: Kathleen Franz; total running time: 1:32:20; 31 pages.
Lionel Sosa Oral History Transcript
Archival Resource Key
1 Electronic discs (DVD)
2015-02-02
1
1
Scope and Contents
Interviewer: Kathleen Franz; total running time: 1:38:14; 29 pages.
Corporate Identity
Archival Resource Key
1988-2012
1
2
Ad Briefs, Reports, Reviews
Archival Resource Key
1990-1992
1
3
Internal Communication
Archival Resource Key
1988-1996
1
4
Association of Hispanic Advertising Agencies (AHAA)
Archival Resource Key
1997-1999
1
5
Association of Hispanic Advertising Agencies (AHAA) Binder
Archival Resource Key
1999
30
5
Scope and Contents
This binder contains the phrase "Mano a Mano (Hand in Hand)" on the cover.
Community Engagement
Archival Resource Key
1994-2015
1
6
Community Engagement
Books
Archival Resource Key
1980-1993
1
7
Clio Awards
Archival Resource Key
1990
30
1
Sosa, Bromley, Aguilar & Associates Logo
Archival Resource Key
undated
1
Financial Materials
Series 2
Archival Resource Key
1983-1989
Statement of Earnings
Archival Resource Key
1983-12-31
1
8
Financial Statement (unaudited)
Archival Resource Key
1983-12-31
1
9
Audited Financial Statement
Archival Resource Key
1984-06-30
1
10
Audited Financial Statement
Archival Resource Key
1985-06-30
1
11
Audited Financial Statement and Supplemental Information
Archival Resource Key
1985-06-30, 1984
1
12
Financial Statement (unaudited)
Archival Resource Key
1985-07-31
1
13
Financial Statement (unaudited)
Archival Resource Key
1985-0831
1
14
Financial Statement (unaudited)
Archival Resource Key
1985-09-30
2
1
Financial Statement (unaudited)
Archival Resource Key
1985-10-31
2
2
Financial Statement (unaudited)
Archival Resource Key
1985-11-30
2
3
Financial Statement (unaudited)
Archival Resource Key
1985-12-31
2
4
Financial Statement (unaudited)
Archival Resource Key
1986-01-31
2
5
Financial Statement (unaudited)
Archival Resource Key
1986-02-28
2
6
Financial Statement (unaudited)
Archival Resource Key
1986-03-31
2
7
Financial Statement (unaudited)
Archival Resource Key
1986-04-30
2
8
Financial Statement (unaudited)
Archival Resource Key
1986-05-31
2
9
Audited Financial Statement
Archival Resource Key
1986-06-30
2
10
Audited Financial Statement and Supplemental Information
Archival Resource Key
1986-06-30, 1985
2
11
Financial Statement (unaudited)
Archival Resource Key
1986-07-31
2
12
Financial Statement (unaudited)
Archival Resource Key
1986-08-31
2
13
Financial Statement (unaudited)
Archival Resource Key
1986-10-31
2
14
Financial Statement (unaudited)
Archival Resource Key
1986-11-30
2
15
Financial Statement
Archival Resource Key
1986-12-31
2
16
Financial Statement
Archival Resource Key
1987-01-31
2
17
Financial Statement
Archival Resource Key
1987-02-28
2
18
Financial Statement
Archival Resource Key
1987-03-31
2
19
Financial Statement
Archival Resource Key
1987-05-31
2
20
Financial Statement
Archival Resource Key
1987-06-30
2
21
Financial Statement
Archival Resource Key
1987-07-31
2
22
Financial Statement
Archival Resource Key
1987-08-31
2
23
Financial Statement
Archival Resource Key
1987-09-30
2
24
Financial Statement
Archival Resource Key
1987-10-31
2
25
Financial Statement
Archival Resource Key
1987-11-30
3
1
Financial Statement
Archival Resource Key
1987-12-31
3
2
Accounts Receivable Aging
Archival Resource Key
1987-12-31
3
3
Financial Statement
Archival Resource Key
1988-01-31
3
4
Financial Statement
Archival Resource Key
1988-02-29
3
5
Financial Statement
Archival Resource Key
1988-03-31
3
6
Accounts Receivable Aging
Archival Resource Key
1988-04-30
3
7
Financial Statement
Archival Resource Key
1988-04-30
3
8
Financial Statement
Archival Resource Key
1988-05-31
3
9
Accounts Receivable Aging
Archival Resource Key
1988-06-30
3
10
Accounts Receivable Aging
Archival Resource Key
1988-07-29
3
11
Unaudited Financial Statement and Supplemental Information
Archival Resource Key
1989-12-31
3
12
Clippings
Series 3
Archival Resource Key
1988-1999
Newspaper photocopies
Archival Resource Key
1990-1998
3
13
Magazine photocopies
Archival Resource Key
1988-1997
3
14
Magazines
Archival Resource Key
1990-1996
3
15
Oversized newspaper, newsletter, magazine
Archival Resource Key
1990-1999
30
3
Adweek, mounted clipping
Archival Resource Key
1996-04-15
1
San Antonio Express-News, mounted clipping
Archival Resource Key
1996-04-16
1
Macmanus Group Annual Report, mounted clipping
Archival Resource Key
1996
1
Advertisements
Series 4
Archival Resource Key
1988-1995
The Canadian Club Hispanic Art Tour
Archival Resource Key
1988
3
16
The Canadian Club Hispanic Art Tour Calendar
Archival Resource Key
1988-1989
1
Selena
Archival Resource Key
1 Cassette tape
5 Contact sheets
1995
3
17
Scope and Contents
"Selena I-ER" English, "Selena II-ER" English, "Selena I-SR" Spanish, "Selena II-SR" Spanish. Labeled as "Selena Radio 5-3-95, 4:30 radio w/ slates" by New Age Recording.
Non-Mounted advertisements
Archival Resource Key
1988
30
2
Scope and Contents
Coca-Cola "¡Qué Glorioso!" (How Glorious! At dawn a special day arrives. A rebirth of life. Today, we at Coca-Cola give thanks to you for making us a part of your life. Happy Easter!) "¡Madre Mía!" (Mother of Mine! Always at our side when we most need her. Always there to give strength and guide the family. We at Coca-Cola say hello to all the mothers of the world. Happy Mother's Day.); Bud Light and Budweiser "Making a Difference: Jasso, Aguilera and Gracia" "Making a Difference: Martinez, Aguirre and Flores" "Making a Difference: Herrero, Diaz and Acevedo"; Kool Filter Kings Menthol "¡Sabrosón!" (Tasty! With more freshness).
Mounted advertisements
Archival Resource Key
undated
30
4
Scope and Contents
Coca-Cola "¡Qué Glorioso!" (How Glorious! At dawn a special day arrives. A rebirth of life. Today, we at Coca-Cola give thanks to you for making us a part of your life. Happy Easter!) "¡Madre Mía!" (Mother of Mine! Always at our side when we most need her. Always there to give strength and guide the family. We at Coca-Cola say hello to all the mothers of the world. Happy Mother's Day) "¡El Sabor De Tu Vida!" (The Taste of Your Life! …it fascinates me. (swig) I don't know why, but it makes me feel special. (sip) It goes with me everywhere. I like it. (sip) It's smooth. Vibrant. I don't get tired of… (swig) Mmmm.) "¡El Sabor De Tu Vida!" (The Taste of Your Life! …it has magic. (swig) It's smooth and different. It makes me bubbly. (sip) I'm sure that we will never separate. (sip) It has no equal. It always surprises me, my… (swig) Mmmm.); Galavisión "Put a little Latin passion into your acquisition efforts" "Toss a few jalapeños into your marketing mix"; Bromley, Aguilar and Associates "We Were Hispanic."
"We Were Hispanic" advertisement
Archival Resource Key
undated
1
"I Love Sex" poster
Archival Resource Key
undated
1
"What Do These Two Men Have in Common?" advertisement
Archival Resource Key
undated
1
"Travel to Puerto Vallarta with Coca-Cola" advertisement
Archival Resource Key
1988
1
Audiovisual
Series 5
Archival Resource Key
1988-1998
Tape #6612, Sosa and Associates
Archival Resource Key
1988
31
Tape #6614, Sosa and Associates
Archival Resource Key
1988-1989
31
Tape #6626, Sosa and Associates
Archival Resource Key
1989
31
Tape #6627, Sosa and Associates
Archival Resource Key
1989
31
Tape #6631, Sosa and Associates
Archival Resource Key
1989
31
Labels from Reels #6614 and #6631
Archival Resource Key
1988-1989
31
Tape #6632, Sosa and Associates
Archival Resource Key
1989-11-30
31
Tape #6633, Sosa and Associates
Archival Resource Key
1990
4
AC1351-OV0001
Tape #6634, Sosa and Associates
Archival Resource Key
1990
4
AC1351-OV0002
Tape #6635, Sosa and Associates
Archival Resource Key
1990
4
AC1351-OV0003
Tape #6637, Sosa and Associates
Archival Resource Key
1990
5
AC1351-OV0004
Tape #6639, Sosa and Associates
Archival Resource Key
1990
5
AC1351-OV0005
Tape #6641, Sosa and Associates
Archival Resource Key
1990-1991
5
AC1351-OV0006
Tape #6642, Sosa and Associates
Archival Resource Key
1990
6
AC1351-OV0007
Tape #6643, Sosa and Associates
Archival Resource Key
1991
6
AC1351-OV0008
Tape #6647, Sosa and Associates
Archival Resource Key
1991
6
AC1351-OV0009
Tape #6649, Sosa and Associates
Archival Resource Key
1991
7
AC1351-OV0010
Tape #6650, Sosa and Associates
Archival Resource Key
1991
7
AC1351-OV0011
Tape #6651, Sosa and Associates
Archival Resource Key
1991
7
AC1351-OV0012
Tape #6653, Sosa and Associates
Archival Resource Key
undated
8
AC1351-OV0013
Tape #6654, Sosa and Associates
Archival Resource Key
1991
8
AC1351-OV0014
Tape #6659, Sosa and Associates
Archival Resource Key
1991
8
AC1351-OV0015
Tape #6661, Sosa and Associates
Archival Resource Key
undated
9
AC1351-OV0016
Tape #6667, Sosa and Associates
Archival Resource Key
1992
9
AC1351-OV0017
Tape #6669, Sosa and Associates
Archival Resource Key
undated
9
AC1351-OV0018
Tape #6670, Sosa and Associates
Archival Resource Key
1992
10
AC1351-OV0019
Tape #6677, Sosa and Associates
Archival Resource Key
undated
10
AC1351-OV0020
Tape #6679, Sosa and Associates
Archival Resource Key
1992
10
AC1351-OV0021
Tape #6682, Sosa and Associates
Archival Resource Key
1993
11
AC1351-OV0022
Tape #6683, Sosa and Associates
Archival Resource Key
1993
11
AC1351-OV0023
Tape #6685, Sosa and Associates
Archival Resource Key
1993
11
AC1351-OV0024
Tape #6687, Sosa and Associates
Archival Resource Key
1993
12
AC1351-OV0025
Tape #6690, Sosa and Associates
Archival Resource Key
1993
12
AC1351-OV0026
Always Coca-Cola Log from Tape #6690
Archival Resource Key
1994-03-25
12
1
Tape #6691, Sosa and Associates
Archival Resource Key
undated
12
AC1351-OV0027
Tape #6692, Sosa and Associates
Archival Resource Key
1993
13
AC1351-OV0028
Tape #6710, Sosa and Associates
Archival Resource Key
1994-03-24
13
AC1351-OV0029
Slate Info From Tape #6710,
Archival Resource Key
1994
13
1
Tape #6711, Sosa and Associates
Archival Resource Key
1994-04-14
13
AC1351-OV0030
Tape #6719, Sosa and Associates
Archival Resource Key
1995
14
AC1351-OV0031
Tape #6721, Sosa and Associates
Archival Resource Key
1995
14
AC1351-OV0032
Tape #6729, Sosa and Associates
Archival Resource Key
1995-1996
14
AC1351-OV0033
Tape #6731, Sosa and Associates
Archival Resource Key
undated
15
AC1351-OV0034
Tape #6732, Sosa and Associates
Archival Resource Key
1996
15
AC1351-OV0035
Tape #6733, Sosa and Associates
Archival Resource Key
1996
15
AC1351-OV0036
Tape #6734, Sosa and Associates
Archival Resource Key
1995-1996
16
AC1351-OV0037
Tape #6736, Sosa and Associates
Archival Resource Key
1995-1996
16
AC1351-OV0038
Tape #6737, Sosa and Associates
Archival Resource Key
undated
16
AC1351-OV0039
Tape #6738, Sosa and Associates
Archival Resource Key
1995
17
AC1351-OV0040
Tape #6739, Sosa and Associates
Archival Resource Key
1997
17
AC1351-OV0041
Tape #6740, Sosa and Associates
Archival Resource Key
undated
17
AC1351-OV0042
Tape #6741, Sosa and Associates
Archival Resource Key
1995-1996
18
AC1351-OV0043
Tape #6742, Sosa and Associates
Archival Resource Key
1995-1996
18
AC1351-OV0044
Tape #6743, Sosa and Associates
Archival Resource Key
undated
18
AC1351-OV0045
Tape #6744, Sosa and Associates
Archival Resource Key
1996
19
AC1351-OV0046
Tape #6745, Sosa and Associates
Archival Resource Key
1995
19
AC1351-OV0047
Tape #6746, Sosa and Associates
Archival Resource Key
1996
19
AC1351-OV0048
Tape #6747, Sosa and Associates
Archival Resource Key
1996
20
AC1351-OV0049
Tape #6748, Sosa and Associates
Archival Resource Key
undated
20
AC1351-OV0050
Tape #6749, Sosa and Associates
Archival Resource Key
1995
20
AC1351-OV0051
Tape #6751, Sosa and Associates
Archival Resource Key
1996
20
AC1351-OV0052
Tape #6752, Sosa and Associates
Archival Resource Key
1994, 1996
21
AC1351-OV0053
Tape #6753, Sosa and Associates
Archival Resource Key
1996
21
AC1351-OV0054
Tape #6754, Sosa and Associates
Archival Resource Key
1996
21
AC1351-OV0055
Tape #6755, Sosa and Associates
Archival Resource Key
1996
22
AC1351-OV0056
Tape #6756, Sosa and Associates
Archival Resource Key
1996
22
AC1351-OV0057
Coca-Cola Log from Tape #6756,
Archival Resource Key
1996
22
1
Tape #6757, Sosa and Associates
Archival Resource Key
undated
22
AC1351-OV0058
Tape #6758, Sosa and Associates
Archival Resource Key
undated
23
AC1351-OV0059
Tape #6759, Sosa and Associates
Archival Resource Key
1996
23
AC1351-OV0060
Tape #6760, Sosa and Associates
Archival Resource Key
1996
23
AC1351-OV0061
Tape #6761, Sosa and Associates
Archival Resource Key
1996
24
AC1351-OV0062
Tape #6762, Sosa and Associates
Archival Resource Key
1996
24
AC1351-OV0063
Tape #6763, Sosa and Associates
Archival Resource Key
1996
24
AC1351-OV0064
Log From Tape #6764,
Archival Resource Key
undated
25
1
Tape #6764, Sosa and Associates
Archival Resource Key
1996
25
AC1351-OV0065
Tape #6766, Sosa and Associates
Archival Resource Key
1996
25
AC1351-OV0066
Tape #6767, Sosa and Associates
Archival Resource Key
1996
25
AC1351-OV0067
Tape #6768, Sosa and Associates
Archival Resource Key
1996
26
AC1351-OV0068
Tape #6769, Sosa and Associates
Archival Resource Key
undated
26
AC1351-OV0069
Tape #6770, Sosa and Associates
Archival Resource Key
undated
26
AC1351-OV0070
Tape #6772, Sosa and Associates
Archival Resource Key
1997-1998
27
AC1351-OV0071
Western Union Log From Tape #6772
Archival Resource Key
1997-1998
27
1
Tape #6773, Sosa and Associates
Archival Resource Key
1997
27
AC1351-OV0072
Tape #6774, Sosa and Associates
Archival Resource Key
undated
27
AC1351-OV0073
Tape #6775, Sosa and Associates
Archival Resource Key
1997-1998
28
AC1351-OV0074
Tape #6776, Sosa and Associates
Archival Resource Key
1997
28
AC1351-OV0075
Tape #6777, Sosa and Associates
Archival Resource Key
undated
28
AC1351-OV0076
Tape #6778, Sosa and Associates
Archival Resource Key
undated
29
AC1351-OV0077
Tape #6779, Sosa and Associates
Archival Resource Key
1997
29
AC1351-OV0078
Bromley, Aguilar and Associates Case Study
Archival Resource Key
1997-11-04
29
AC1351-OV0079