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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.

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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.