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.”
- The End Of Multicultural Marketing? in
Marketing Insider on
12/23/2019
It has become a central battleground for the cultural wars in the U.S., pitting multiculturalism vs. assimilation.
- Streaming Services Missing Out on Hispanic Market in
Marketing Insider on
10/02/2019
The Hispanic streaming video audience has not been consistently, strategically or significantly targeted.
- Treat Marketing As An Asset To Extract Its Value in
Marketing Insider on
08/16/2019
Too often, marketing is generalized as an expense and is usually one of the first line items cut by companies when they are facing difficulties and tightening budgets.
- The End Of Multicultural Marketing? in
Marketing Insider on
05/28/2019
It has become a central battleground for the cultural wars in the U.S., pitting multiculturalism vs. assimilation, essentially tainting the word for at least half the country.
- Is The U.S. Hispanic Market A Growth Market? in
Marketing Insider on
04/13/2018
The Hispanic market has traditionally been defined by most marketers as the growing population of foreign-born immigrants in the U.S. who have emigrated from Spanish-speaking Latin American countries
(mainly Mexico, Central America and the Caribbean).
- Has Marketing Gone Too Digital? in
Marketing Daily on
03/22/2018
While digital media provides unparalleled targeting capabilities, it is failing to get the user's attention.
- How Cross-Cultural Is Your Brand? in
Marketing Insider on
02/23/2018
What does it mean to be cross-cultural? The broadest definition from Dictionary.com defines the term as an adjective: combining, pertaining to, or contrasting two or more cultures or cultural groups.
- Different Approaches For Entering The Hispanic Market in
Marketing Insider on
12/12/2017
- Hispanic Facts In 2017 in
Engage:Hispanics on
09/18/2017
The annual "Ad Age Hispanic Fact Pack" just came out and it provides an interesting snapshot of the Hispanic market in the United States. Aside from celebrating the best Hispanic advertising work and
the top players in the industry, there are always thought-provoking nuggets of data that provide deeper insights into trends in the Hispanic marketplace. I've culled eight themes from the report that
should provide some stimulating insights for all marketers.
- The 'Trump/Total Market' Hispanic Slump in
Engage:Hispanics on
07/27/2017
We're halfway into 2017 and the Hispanic marketing industry is in a funk.