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José Villa is 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 with over $25 million in revenue and a national footprint including offices in Los Angeles, Washington DC, Atlanta, GA, and Little Rock, AR. Sensis clients include Union Bank, UCLA Extension, the CDC, AARP, the FDA, United Healthcare, and WorldRemit.

Jose has more than 18 years of experience in advertising, digital communications and multicultural marketing across a variety of industries, including healthcare, financial services, higher education, CPG, beverage, real estate, 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.” His thought provoking analyses and vision of advertising at the intersection of technology and culture are published regularly on MediaPost, AdAge,, and his blog Jose is also a regular speaker at advertising and digital conferences such as SXSW, MediaPost, Hispanicize, and Multicultural Retail 360.

A thought leader in cross-cultural and digital advertising, Jose has co-authored innovative research on the Hispanic digital market, including the “Hispanic Persona Project” and the “Hispanic Mobile Report.” Last year, Jose co-authored a study into multicultural Millennials entitled the “Hispanic Millennial Project.” This year, he co-authored a groundbreaking new study – the “We Are Gen Z” Report, which looks at the attitudes and behaviors of cross-cultural Generation Z.

Jose has an Economics degree from Harvard University and an MBA in Marketing from the Wharton School at the University of Pennsylvania.


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