What: After merging with K. Fernandez Marketing of San Antonio, cross-cultural agency Sensis is opening an office in Austin today March 2.K. Fernandez Marketing Founder, Karla Fernandez Parker has been appointed Sensis’ managing director of Texas.
Why it matters: The Texas office is Los Angeles-based Sensis’ fourth office after Washington DC, Atlanta and Los Angeles. Texas offers exponential returns and growth for marketers, specially in relation to the Hispanic market.
Cross-cultural agency Sensis will open an office in Austin on March 2 after merging with K. Fernandez Marketing of San Antonio. Karla Fernandez Parker will start immediately as Sensis managing director of Texas.
The Austin-based office, located in a technology corridor, is the fourth office for Los Angeles-headquartered Sensis. In addition, the agency also has an office in Washington, D.C. and most recently opened an office in Atlanta to capitalize on the Hispanic growth in the Southeast.
A brand engagement and marketing veteran, Fernandez Parker specializes in total market and Hispanic advertising. She founded K. Fernandez Marketing over 18 years ago. She has worked with clients like Proctor & Gamble, Wells Fargo, McCormick & Company, Bank of America, M&M/Mars, and UnitedHealthcare.
“Texas is the exemplar minority-majority state making it fertile ground for our cross-cultural approach,” Sensis founder and President José Villa said. “Austin remains an intersection of creativity and technology, affording us the opportunity to serve clients in ways they’re not used to. Add to that Karla’s expertise in cross-cultural branding and engagement and we’re delighted by the potential Texas holds for us.”
“I’m very pleased to be joining the Sensis Team,” Fernandez Parker said. “With my knowledge of the Texas marketplace from the border to every major metropolitan area and even semi-urban markets, the sky is the limit for the impact we can make for clients by joining forces.”
Sensis has grown in the last 17 years from a company building websites to a strategic marketing firm harnessing the power of digital communications to reach a multicultural world. Texas offers exponential returns and growth for marketers. It is rich with Hispanic families who made their mark on Texas generations ago. Some hold steadfast to their Hispanic traditions while others have embraced the culture of their adopted country. There is also a continued influx of recent immigrants working to adapt to their new environment while still rooted in their countries of origin.
A measured approach is necessary for reaching this diverse and valuable market.
“A measured approach is necessary for reaching this diverse and valuable market,” Villa said. “There is no magic bullet. Karla understands that and we expect our partnership will yield great results for the regional marketers in Texas who are still trying to find the right approach for this ever-growing audience.”
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