Jose Villa

Articles by Jose All articles by Jose

• The End Of Multicultural Marketing? in Marketing Insider on 12/23/2019
  

  It has become a central battleground for the cultural wars in the U.S., pitting multiculturalism vs. assimilation.

• Streaming Services Missing Out on Hispanic Market in Marketing Insider on 10/02/2019
  

  The Hispanic streaming video audience has not been consistently, strategically or significantly targeted.

• Treat Marketing As An Asset To Extract Its Value in Marketing Insider on 08/16/2019
  

  Too often, marketing is generalized as an expense and is usually one of the first line items cut by companies when they are facing difficulties and tightening budgets.

• The End Of Multicultural Marketing? in Marketing Insider on 05/28/2019
  

  It has become a central battleground for the cultural wars in the U.S., pitting multiculturalism vs. assimilation, essentially tainting the word for at least half the country.

• Is The U.S. Hispanic Market A Growth Market? in Marketing Insider on 04/13/2018
  

  The Hispanic market has traditionally been defined by most marketers as the growing population of foreign-born immigrants in the U.S. who have emigrated from Spanish-speaking Latin American countries (mainly Mexico, Central America and the Caribbean).

• Has Marketing Gone Too Digital? in Marketing Daily on 03/22/2018
  

  While digital media provides unparalleled targeting capabilities, it is failing to get the user's attention.

• How Cross-Cultural Is Your Brand? in Marketing Insider on 02/23/2018
  

  What does it mean to be cross-cultural? The broadest definition from Dictionary.com defines the term as an adjective: combining, pertaining to, or contrasting two or more cultures or cultural groups.

• Different Approaches For Entering The Hispanic Market in Marketing Insider on 12/12/2017
  

• Hispanic Facts In 2017 in Engage:Hispanics on 09/18/2017
  

  The annual "Ad Age Hispanic Fact Pack" just came out and it provides an interesting snapshot of the Hispanic market in the United States. 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. I've culled eight themes from the report that should provide some stimulating insights for all marketers.

• The 'Trump/Total Market' Hispanic Slump in Engage:Hispanics on 07/27/2017
  

  We're halfway into 2017 and the Hispanic marketing industry is in a funk.

Comments by Jose All comments by Jose

• Not All Latinx Are The Same: Embrace Diversity Within This Community by Marina Filippelli (Marketing Insider on 05/05/2021)
  

  The term Hispanic is gender neutral. The term LatinX a solution looking for a problem.More importantly, Spanish and LatinX don’t work. The biggest issue with the term is that it tries to break the gendered grammatical tradition of the Spanish language. This is, as a practical matter, is not possible in Spanish. To embrace this term and gender neutrality in Spanish is to abandon Spanish, and the Spanish language is one of the main elements that ties the disparate nationalities and racial groups that make up the Hispanic community in the U.S. together. 

• Not All Latinx Are The Same: Embrace Diversity Within This Community by Marina Filippelli (Marketing Insider on 05/05/2021)
  

  Can we start by not promoting or legitimizing the term LatinX?93%+ of Hispanics or Latinos do not refer to themselves or even acknowledge the term LatinX. Maybe we can start by not promoting this Anglo-/Corporatist label that does our community a huge disservice?

• U.S. Navy Issues RFI For New Advertising Recruitment Contract by Richard Whitman (Mediapsssst on 12/17/2019)
  

  CORRECTION: The U.S. Navy will actually be publishing the RFP in May 2020. The new contract will not start until early 2021.

• Treat Marketing As An Asset To Extract Its Value by Jose Villa (Marketing Insider on 08/16/2019)
  

  Appreciate the feedback Alvin.

• Why Brands Must Get Cross-Cultural Marketing Right by Marli Crowe (Marketing Insider on 06/06/2018)
  

  Both examples are spot-on... nice article Marli!

• Winning Hispanics's Trust Amid Healthcare Uncertainty: Top 5 Considerations by Natalie Boden (Marketing Insider on 01/26/2018)
  

  You state that Hispanics are losing trust in the US healthcare system - I’m curious to see the data behind that significant assertion?

• Defining Cross-culturalism by Jose Villa (Engage:Hispanics on 04/28/2016)
  

  This article was cowritten with my Sensis colleague, Director of Strategic Planning, Delmus Credle

• Hispanics And Healthcare by Jose Villa (Engage:Hispanics on 02/25/2016)
  

  Thanks Ana. Sounds like your company is taking advantage of the opportunities that exist in the Hispanic market, a great example of what I'm talking about!

• Marco Rubio: The New Republican Front-Runner by Philip Rosenstein (Red, White & Blog on 11/10/2015)
  

  Marco Rubio is 100% Cuban. Only Ted Cruz is half Cuban.

• Replacing The Acculturation Model by Jose Villa (Engage:Hispanics on 10/01/2015)
  

  Farnaz - the real point of my article is to present an alternative to the acculturation model. I think the idea that immigrants or ethnic minorities simply just adapt a new host country culture in a linear, one-directional manner is not reflective of how multiple cultures are now being embraced and sometimes fused. The concepts of polyculturalism and crossculturalism are meant to describe new culture adoption models. Would love to hear your POV on that.

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