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.

sensislogo_2012_400x400Cross-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.

170a11eA 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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What: El Rey Networks has selected Austin, Texas to be the production and corporate headquarters for the new English-language cable network founded by filmmaker Robert Rodriguez.
Why it matters: The network, which represents second and third generation Latinos who live in English-speaking households, is the first to have a formal corporate headquarters in the lone star state.

image001El Rey Network executives has announced that Austin, Texas will be home to the production and corporate headquarters for the new English-language cable network founded by filmmaker Robert Rodriguez.

El Rey Network, currently available to over 40 million homes in the U.S., has been launched by Rodriguez with FactoryMade Ventures co-founders John Fogelman and Cristina Patwa and, with Univision Networks & Studios, Inc. It will mainly target men age between 18-49 and will try to represent and be inclusive of a growing and important American and Texan population : second and third generation Latinos who live in English-speaking households.

In addition, El Rey Network will film a wide range of scripted and unscripted content in the state, including the network’s first scripted original,  “From Dusk Till Dawn: The Series” which celebrated its premiere at Austin’s SXSW and debuted on the cable channel on March 11, 2014. The series second season will begin shooting in Austin later this year. The network’s content will be seen not only nationally but also globally in more than 100 countries.

This is a major milestone for the Texas television and film production history as it is the first time a general entertainment network has a formal production home in the state.

Governor Perry has long supported the Texas moving pictures industry, a vital industry that not only displays Texas to the rest of the world but also draws tourism and investment and creates jobs for Texans.  “El Rey is an important part of our burgeoning television production community, helping to build our long-term industry infrastructure and making Texas even more competitive for jobs in movies and television,” Perry said.

“The City of Austin works every day to support Austin’s creative economy sector, which has a US $4.35 billion local economic impact, and having the El Rey Network headquartered in Austin will strengthen our creative sector for years to come.” said Mayor Lee Leffingwell.

Robert Rodriguez, whose own Troublemaker Studios has been based in Austin since 1998, said: “As a filmmaker and founder of El Rey Network, I can’t imagine a more iconic and inspiring location for our production headquarters or for the filming of our upcoming projects.”

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