Agency Business #19: José Villa of Sensis on Building a Cross-Cultural Agency
Apr 28, 2025
José Villa, founder of Sensis, a prominent cross-cultural agency, dives into the evolution of his firm from a Spanish-language website creator to a full-service advertising powerhouse. He discusses the power of research and strategy in driving agency growth and the significance of integrating diverse cultural elements in marketing. José explores the current landscape of multicultural marketing, addressing the complexities of DEI challenges and how brands balance caution with spending. He also shares insights on the operational dynamics and future opportunities within the multicultural agency sector.
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José Villa's Agency Origin Story
- José Villa started his agency 26 years ago, focusing initially on building Spanish-language websites.
- The agency evolved from digital to traditional advertising and expanded into a cross-cultural full-service firm.
Full-Service Expansion With Research
- Sensis expanded service offerings from digital to traditional advertising and then into earned media and market research.
- They uniquely house a full market research team, offering in-house primary research as a key capability.
Leverage Research to Unlock Clients
- Use market research as a strategic door opener to engage brands and clients.
- Bundle research with integrated advertising to provide cost-effective, comprehensive marketing solutions.