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Jose Villa

Member 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

  • Why Higher Education Depends On The Hispanic Market in Engage:Hispanics on 06/23/2017

    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 Engage:Hispanics on 05/25/2017

    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 Engage:Hispanics on 04/27/2017

    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 Engage:Millennials on 04/07/2017

    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 Engage:Hispanics on 03/23/2017

    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 Engage:Hispanics on 02/23/2017

    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 Engage:Hispanics on 01/26/2017

    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 Engage:Hispanics on 12/22/2016

    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 Engage:Hispanics on 11/25/2016

    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 Engage:Hispanics on 10/27/2016

    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.

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