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Jose Villa

Member since July 2007 Contact Jose

I am the founder and President of Sensis, a cross-cultural marketing agency driving behavior change. Jose founded Sensis as a Web development firm in 1998, and one of the first agencies focused on the multicultural digital market. He has since grown Sensis into a full service advertising agency combining Hispanic, African-American, and Asian capabilities in one agency. Jose has more than 19 years of experience in advertising, digital communications and multicultural marketing across a variety of industries, including healthcare, financial services, higher education, CPG, beverage, pay TV, telecommunications, government and non-profits. He has pioneered a new “cross-cultural” approach to reaching the diverse American mainstream and been on the forefront of the debate regarding the “total market approach.”

Articles by Jose All articles by Jose

  • The Social And Mobile World Of Hispanic Millennials in Engage:Hispanics on 05/26/2016

    Hispanic Millennials have come of age with technology and social media. Not surprisingly, they have become very adept at using technology in their daily lives and staying connected to the world around them. The most recent wave of the Hispanic Millennial Project provides an in-depth view into the social media and mobile lives of Hispanic Millennials. While they are heavy users of technology, they still show significant differences in social and mobile behavior with big implications for marketers trying to engage with them.

  • Defining Cross-culturalism in Engage:Hispanics on 04/28/2016

    I've discussed how Corporate America is "moving multicultural out of the silos." Marketplace dynamics are clumsily driving this shift in the form of the total market approach, as brands look to stay relevant and grow in the increasingly minority-majority reality of Millennial and Gen Z populations. There is another factor underpinning the change in multicultural strategies by major marketers: an understanding that culture no longer exists in silos according to ethnicity.

  • It's Dangerous To Ignore The Impact Of Hispanic Millennials in Engage:Hispanics on 03/24/2016

    The "millennial experts" of today have replaced the "social media experts" of the previous decade. This new cottage industry is driven by demand from large organizations and brands that are still trying to figure out how to make the millennial market work for them.

  • How Hispanic Gen Z Will Change Everything in Engage:Hispanics on 03/17/2016

    Marketers have focused on millennials for nearly a decade, making them among the most-studied group of young adults. But as the tail end of millennials turn 21 and graduate from college, it's time to turn our attention to next major consumer group - those under 21.

  • Hispanics And Healthcare in Marketing: Health on 02/26/2016

    While a lot has been written about Hispanics and healthcare, particularly in relation to the rollout of the Affordable Care Act, not enough attention has been paid to the opportunity they represent. Hispanics are a vital consumer segment for the large and growing healthcare industry, not just a population to be managed.

  • Hispanics And Healthcare in Engage:Hispanics on 02/25/2016

    While a lot has been written about Hispanics and healthcare, particularly in relation to the rollout of the Affordable Care Act, not enough attention has been paid to the opportunity they represent. Hispanics are a vital consumer segment for the large and growing healthcare industry, not just a population to be managed.

  • 7 Hispanic Market Stories To Watch In 2016 in Engage:Hispanics on 01/07/2016

    As we begin 2016, we anticipate what the New Year has in store for our industry. I have never been afraid of making predictions, but I think 2016 will be unpredictable. So I'll instead highlight important stories and trends to track.

  • Is Hispanic Marketing Dying Or Maturing? in Engage:Hispanics on 12/03/2015

    All industries go through cycles and evolve. Most follow a common trajectory that begins with rapid growth, then slows down, matures and ultimately faces creative destruction (which J. Schumpeter coined the "ultimate fact of capitalism.") I've been thinking about this in relation to the state of the Hispanic marketing industry, as the industry trade association AHAA recently celebrated its 20th anniversary.

  • The Forgotten Hispanic Consumer in Engage:Hispanics on 11/05/2015

    Hispanic agencies and media companies have been obsessed with Hispanic millennials for the last three years. It seems that the entire Hispanic marketing industry has focused its attention and efforts towards understanding and reaching the bicultural, partially-to-fully acculturated, native-born U.S. Hispanic. This new "darling" of the Hispanic market is generally given the overly simplistic moniker of "millennial."

  • Replacing The Acculturation Model in Engage:Hispanics on 10/01/2015

    Hispanic marketing started out in the 1960s as an industry built around language - Spanish language media and advertising to reach recent immigrants to the United States. During the late 1980s, the concept of culture began to replace language as a key strategic foundation of most Hispanic and multicultural marketing.

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