José Villa, fundador y presidente de Sensis
José Villa, Founder and President at Sensis, published in a column in MediaPost a list of his predictions for the Hispanic market in 2017. “More Hispanic ad agency growth and consolidation” is one of the trends. Additionally, he predicts there will be “more Hispanic content-marketing startups. Companies such as MiTu are proving what can be achieved in this area” he explained.Villa feels that Hispanic areas within general market agencies will close their doors midyear. His unexpected predictions include the notion that “an important number of Hispanics will migrate to the U.S. before Donald Trump’s anticipated policies to prevent an increase in illegal immigrants go into effect; a decrease in Hispanic ad spending; and major brands embracing Total Market strategies. But major ad spending figures will continue to not include Hispanic digital ad spending, which I think is significantly under-reported and will continue to grow in 2017.” His predictions include some he calls game changers. “If they end up happening, they will be highly disruptive for Hispanic marketing in 2017″ he added. The list includes: A new generation of client side multicultural marketers and a shift towards Hispanic Generation Z.“I have been very vocal about the next generation of consumers. In 2017, a large chunk of Hispanic Gen Z will be over 18. If brands finally start paying attention to (and marketing to) Hispanic Gen Z, we will start to see Hispanic marketing change very quickly” he ended.
