Jose VillaMember since July 2007Contact 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 Debate Over 'Total Market' And Multicultural Marketing in
Last month, a debate broke out online between Jeffrey Bowman of Reframe: The Brand and the Association of Hispanic Advertising Agencies over the relevance of total market vs. multicultural marketing.
- A Critical Moment For Hispanic Advertising in
This year's Super Bowl ads brought to light the role advertising plays in our cultural discourse. As I discussed in a recent NPR interview on the controversy over Super Bowl ads from Budweiser and 84 Lumber, advertising is both a reflection of our culture and an influencer on the culture.
- A New Hispanic Approach For Financial Services in
The financial services industry is no stranger to the Hispanic market. Many of the largest national and regional banks, insurance companies, tax preparation and investment firms have been targeting the Hispanic market for years. In 2014, the financial/insurance category spent a total of $352 million in measured Hispanic-targeted media (Nielsen, SSG). According to AHAA, from 2006 to 2010, expenditures by the financial services category saw a major increase in allocation of overall ad spending to the Hispanic market.
- Hispanic Marketing Predictions For 2017 in
It's December, so let's take a stab at some predictions for 2017. I put together the following list for all those who work in or around Hispanic marketing. Some of these predictions probably won't surprise you. Some will. And some - if they come to fruition - will be game changers. Check back in December 2017 to see how I did.
- Millennials And Gen Z Are The Hispanic Market in
There is a big reason why marketers have spent the last five years obsessed with Millennials - the numbers. Millennials total 75.4 million and have overtaken Baby Boomers as America's largest generation. The business community is also starting to pay attention to the next generation, Gen Z. This group of people under the age of 20 is already almost as large as Millennials. Millennials and Gen Z combine to make up more than 50% of the entire U.S. population. The future is now.
- Brands Are Not Yet Embracing Their Cross-cultural Future in
This month, I had the opportunity to attend the Association of National Advertisers' Multicultural Conference and participate in the launch of the "We Are Gen Z Report." It was an interesting intersection of where cultural marketing is today and where I think it's going in the future.
- The Social And Mobile World Of Hispanic Millennials in
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.
- Effective Hispanic Advertising That Drives Behavior Change in
Most marketers view their role as driving demand, either via upper funnel branding and awareness activities or lower funnel direct response, sales and retention activities. Advertising is generally viewed as one of the primary tools to drive consumer demand. But what is at the core of driving consumer demand? Changing consumer behavior. That behavior change could involve new product trial, increasing occasion, acquiring market share by driving preference change, or increasing retention. To quote Adam Ferrier from his influential book The Advertising Effect, "Advertising is really the business of behavior change."
- The Obsolete Hispanic Ad Agency in
A MediaPost op-ed by Luciana Gomez ignited a conversation within the Hispanic marketing industry regarding the relevance of Hispanic ad agencies. Gomez's piece opined that Hispanic agencies are experiencing stunted growth for a number of reasons. They are underpaying talent, have low client budgets, they need to work within pre-existing "general market" campaign structures, have an over-emphasis on Spanish TV, and stale insights. These agencies only have control of three of these issues.
- Content [Marketing] Is King In Reaching Hispanic Millennials in
You know Hispanic Millennials - Hispanics aged approximately 21 - 37 - are a critical, coveted segment of the U.S. Hispanic market. They are comprised of the two most historically attractive consumer segments of 18-24 and 25-34 year olds. They represent more than 27% of the entire Hispanic population and are growing, mainly due to immigration. Compare that to Gen X and Baby Boomer Hispanics, who represent a combined 33% of the U.S. Hispanic population but are shrinking as they age. If you're focused on the Hispanic market in 2016, you are essentially focused on Hispanic Millennials.
Comments by Jose All comments by Jose
- Defining Cross-culturalism
This article was cowritten with my Sensis colleague, Director of Strategic Planning, Delmus Credle
- Hispanics And Healthcare
Thanks Ana. Sounds like your company is taking advantage of the opportunities that exist in the Hispanic market, a great example of what I'm talking about!
- Marco Rubio: The New Republican Front-Runner
(Red, White & Blog on
Marco Rubio is 100% Cuban. Only Ted Cruz is half Cuban.
- Replacing The Acculturation Model
Farnaz - the real point of my article is to present an alternative to the acculturation model. I think the idea that immigrants or ethnic minorities simply just adapt a new host country culture in a linear, one-directional manner is not reflective of how multiple cultures are now being embraced and sometimes fused. The concepts of polyculturalism and crossculturalism are meant to describe new culture adoption models. Would love to hear your POV on that.
- 8 Seismic Changes To The Hispanic Market
Thanks for bringing this up Criss... I actually wrote this acticle back in December 2014 and was unaware of Sling Latino.
- Five Things You Don't Know About Millennials And Teens
Teens under 18 are not millennials - they are Gen Z
- Why Most Marketers Are Not Ready To Go Total Market Or 'Cross-cultural'
Great perspective and commentary Sandra... I completely agree with you.
- Blowing Up the Paid-Owned-Earned Media Model
(Email Insider on
Smart analysis --- it is definitely time for a more sophisticated media model. I think your insight around social media being "leased" is powerful -- something marketers forget about all too often.
- Applying 'Total Market' to Digital
Hi Tasha, The cross-cultural model I refer to is addressed in a previous article: http://www.mediapost.com/publications/article/212931/multicultural-total-market-cross-cultural-what.html. Cross-Cultural Marketing = one marketing program that leverages ethnic markets to reach across ethnic and general markets. This is the approach I'm advocating for websites, social media communities/platforms, and digital content (owned media). Currently, most brand websites, social media communities and digital content are developed with with ethnic audiences as an after-though (or disregarded completely) or as separate and distinct multicultural destinations (e.g. FordEnEspanol.com).
- Two Models for Two Hispanic Markets