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
- Hispanic Facts In 2017 in
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
We're halfway into 2017 and the Hispanic marketing industry is in a funk.
- Why Higher Education Depends On The Hispanic Market in
These challenges are causing universities, colleges and other education providers to merge, restructure and fundamentally rethink their business models. While many of the changes are likely necessary for the continued viability of higher education, the U.S. Hispanic market is one overlooked bright spot and opportunity.
- Is The U.S. Hispanic Market A Growth Market? in
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).
- Find The Right Investment Level To Enter The Hispanic Market in
The last few years have seen an explosion in public discussion and thought leadership around best practices in Hispanic marketing. Forget the articles and white papers. And dispel the marketing myths.
- 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.
- 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.
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