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Jose Villa

Member since July 2007 Contact Jose

I am the founder and President of Sensis, a cross-cultural advertising agency with digital at its core. The Sensis integrated model combines an explicitly cross-cultural approach to the general market, where ethnic insights lead our work, with core digital capabilities. Focused on performance and measurement, I built Sensis from the ground up to address the fundamental changes taking place in the advertising world – the fundamental role of digital media, the mainstreaming of multicultural markets, and the transformative impact of social technology

Articles by Jose All articles by Jose

  • Why Most Marketers Are Not Ready To Go Total Market Or 'Cross-cultural' in Engage:Hispanics on 11/06/2014

    Most marketers are behind when it comes to investing in the Hispanic market. Of the $171 billion spent on paid media in 2013 (according to eMarketer), Hispanic media spending totaled just $8.3 billion (according to Kantar and Advertising Age). Hispanic media spending represents less than 5% of total paid media spending, while Hispanics represent 17.1% of the U.S. population. While paid media doesn't capture the entirety of marketing activity targeted to Hispanics, it provides a good barometer.

  • Applying 'Total Market' to Digital in Engage:Hispanics on 10/02/2014

  • Hispanic Millennials And Healthcare in Engage:Hispanics on 09/04/2014

    As we enter the second open enrollment period for the Affordable Care Act this fall, attention will inevitably turn to driving enrollment among the so-called "young and healthy" segment of 18- to 34-year-old consumers, many of whom are Hispanics. It has been well documented that the initial rollout of the ACA in the fall of 2013 saw early challenges in enrolling "young and healthy" Hispanics. Numerous studies and news reports identified three key challenges to Latino enrollment.

  • Two Models for Two Hispanic Markets in Engage:Hispanics on 08/07/2014

    Two of the hottest topics in Hispanic marketing in 2014 have been the "Total Market Approach" and Hispanic Millennials. The emergence of the Total Market Approach in the last couple of years has kicked off a heated debate in the marketing industry around which marketing model makes the most sense.

  • 2014 FIFA World Cup: The Newest Digital Cross-Cultural Brand in Engage:Hispanics on 07/03/2014

    In the last year, I have introduced a new approach to marketing, which I have coined cross-cultural marketing. Cross-cultural marketing can best be defined as one marketing program that leverages ethnic markets to reach across both ethnic and general markets (i.e. the total market). Start with ethnic segments to develop marketing programs that cross over into the general market. Ethnic consumers, like Hispanics, are front and center in a cross-cultural model.

  • Futurecasting Latino Millennials And The New Initiative  in Engage:Hispanics on 06/05/2014

    More organizations are paying attention to Hispanics and Hispanic Millennials are drawing a great deal of that attention for reasons discussed in our recently released project.

  • Brands Are Embracing Total Market, But Are Agencies? in Engage:Hispanics on 05/01/2014

    At the Association of Hispanic Advertising Agencies' (AHAA) annual "Think Under the Influence" conference, brands, agencies, media companies, and others involved in the U.S. Hispanic market spent three days hearing presentations and panel discussions continually referencing the Total Market Approach (TMA).

  • Thinking Outside The 'LA-New York-Miami' Box in Engage:Hispanics on 04/03/2014

    I've talked a lot about the growing importance of non-traditional, emerging Hispanic markets like Atlanta, Charlotte, N.C., and Washington, D.C. A lot of focus has been on population growth. However, there is something bigger going on with these markets. I believe their emergence is a game-changer for Hispanic marketing.

  • Research Scratches Surface Of Complex Millennials in Engage:Hispanics on 03/06/2014

    In a past article, I introduced the Hispanic Millennial segment as potentially one of the most important and misunderstood consumer segments in the U.S. As with Millennials in general, they are deservedly drawing the attention of marketers because of their size, lifetime value, and significant cultural impact. They are also drawing a lot of attention from brands and new media ventures because they present a challenge to marketers - as they evince key differences when compared to older Hispanics and their "general market" Millennial counterparts.

  • Why The Future of Advertising Is Cross-Cultural in Engage:Hispanics on 02/06/2014

    The last year has been filled with talk about the virtues and the issues with the concept of total market advertising. In my last article, I posited that there are essentially three different models for multicultural marketing. Although the terms are being used interchangeably, the result is a great deal of confusion in the multicultural marketing world.

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