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Jose Villa

Member since July 2007 Contact Jose

I am the founder and President of Sensis, an integrated cross-cultural advertising agency. 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 18 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

  • Moving Multicultural Out of The Silos in Engage:Hispanics on 06/04/2015

    Corporate America is increasingly undertaking enterprise-level initiatives to move multicultural market considerations from a segment-driven consideration into their core business operations. Market realities are driving this trend: the growth of multicultural populations, their spending power and the projections they will drive a majority of market growth in many industries. A glimpse at the demographic profile of the coveted Millennial population brings this market imperative into focus: Hispanics, African-Americans and Asians make up 41% of all Millennials in the U.S.

  • How Hispanic Millennials Use Food And Beverages To Connect With Their Culture in Engage:Hispanics on 05/07/2015

    For the last year and half, I've been involved in a nationwide research initiative focused on Hispanic Millennials. Our research has focused on understanding how Hispanic Millennials differ from "mainstream," Asian and African-American Millennials, as well as older Hispanics (35+). We dive deep into attitudes, behavior and motivations related to healthcare, financial services and food, beverage and alcohol consumption.

  • Are Hispanics The Last Line Of Defense For Struggling Brands? in Engage:Hispanics on 04/02/2015

    The prevailing wisdom is that investment in the Hispanic market is a growth move by marketers looking to increase their revenue and market share. However, I have quietly noticed a trend during the last few years that leads me to question the motives behind these investments. Has increased Hispanic market investment been a defensive move?

  • How Hispanic Gen Z Will Change Everything in Engage:Hispanics on 03/04/2015

    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. Gen Z is huge. According to the U.S. Census (March 2015), those under 20 represent 25.9% of the U.S. population or 83 million people.

  • Hispanic Millennials And Financial Services in Engage:Hispanics on 02/05/2015

    Historically, financial service companies have been slow to focus on the burgeoning U.S. Hispanic market. While certain sub-categories, namely money transfer services, check cashing and mortgage providers have aggressively pursued Hispanics, most efforts have been focused on the "unbanked" - an unsophisticated and relatively small segment of unacculturated Hispanic consumers that were generally outside the mainstream financial world.

  • 8 Seismic Changes To The Hispanic Market  in Engage:Hispanics on 01/02/2015

    This time of year everyone comes out with lists of the biggest trends of the past year or bold predictions for the upcoming one. However, you can often forego bold predictions by paying close attention and adapting to big changes taking place right before our eyes. Using this lens, here are eight seismic changes to the Hispanic market that occurred in 2014, with huge implications for how to engage Hispanics in 2015 and beyond.

  • Why Atlanta Is The Hottest Hispanic Market in Engage:Hispanics on 12/04/2014

    Atlanta seldom comes to mind when most marketers think about the future of Hispanic marketing or the dynamic Hispanic millennial segment. It's usually far down the list in discussions of the growing Hispanic population. However, it shouldn't be.

  • 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.

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