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How We Think

Action inspires perception, not the other way around.

Traditional advertising assumes perception drives awareness, and awareness drives conversions. We disagree. To affect behavior change, we reach people who are motivated to act. Motivation is essential in changing behavior through mass media. When people are compelled to act, they are open to change.

Primary research helps us delve into the audiences we need to influence, and identify their most action-prone segments. Leveraging these cultural insights, we then create experiences to ultimately change behavior.

 

The Hispanic Millennial Project

Proprietary Research

The HMP is an innovative research initiative on U.S. Hispanic millennials. Our research looks at Hispanic millennials in comparison to non-Hispanic millennials as well as their older Hispanic (35+) counterparts.

See more

Jul 28

The “Trump/Total Market” Hispanic Slump

By Jose Villa

We’re halfway into 2017 and the Hispanic marketing industry is in a funk. Everyone I talk to, from Hispanic agency principals to Spanish-language media executives keep telling me the same thing — the rest of the economy may be humming, but spending on Hispanic marketing is stagnant. Some anecdotal indicators I’m hearing this year:

Jun 26

Why Higher Education Depends on the Hispanic Market

By Jose Villa

Like so many other industries, higher education is facing major existential challenges. Among the biggest issues raising questions around the fundamental model of colleges and universities include:

Mar 24

The Debate over “Total Market” and Multicultural Marketing

By Jose Villa

Last month, a debate broke out online between Jeffrey Bowman of Reframe: The Brand and the Association of Hispanic Advertising Agencies (AHAA) over the relevance of total market vs. multicultural marketing.