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Sensis Bureau

Sep 22

Hispanic Facts in 2017

By Jose Villa

The annual Ad Age Hispanic Fact Pack just came out and it provides an interesting snapshot of the Hispanic market in the U.S. 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.

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.

Mar 02

A Critical Moment for Hispanic Advertising

By Jose Villa

This year’s Super Bowl ads brought to light the role advertising plays in our cultural discourse.

Dec 22

Hispanic Marketing Predictions for 2017

By Jose Villa

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.

Expected

Nov 28

Millennials and Gen Z are the Hispanic Market

By Jose Villa

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.

Nov 02

The Power and Peril of “Patient Zero”, the Brand

By Beatriz Mallory

Last week, an object lesson in health care marketing and branding nearly escaped notice outside of HIV/AIDS circles.

Oct 28

Brands Are Not Yet Embracing Their Cross-cultural Future

By Jose Villa

This month, I had the opportunity to both attend the ANA 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.

Sep 27

Effective Hispanic Advertising that Drives Behavior Change

By Jose Villa

Most marketers view their role as driving demand, either via upper funnel branding and awareness activities or lower funnel direct response, sales and retention activities. Advertising is generally viewed as one of the primary tools to drive consumer demand. But what is at the core of driving consumer demand? Changing consumer behavior.