"Strength through struggle, resilience through experience."
José Villa is founder and president of Sensis, the largest minority-owned multicultural ad agency in the country. Sensis continues to break barriers by bridging cultural gaps to bring marketing success to clients across multiple sectors including healthcare, government, education, consumer brands, and more. José brings more than 26 years of experience in research, advertising, and digital communications, across a variety of industries.
In addition to running the overall operations of Sensis, José is directly involved at the leadership level in the research department at Sensis, which conducts large-scale market research initiatives for a variety of clients across multiple industries.
Sensis is not only the largest but also the most diverse minority-owned advertising agency in the U.S., combining creative, UX/UI, media, earned media, research, and strategy to deliver fully integrated marketing that leaves no one behind.
Sensis serves large brands, state and local government agencies, federal government agencies, and non-profit organizations, including Voya Financial, Georgia Lottery, Heaven Hill Brands, Match Group, the CDC, State of California, Aaron’s, Texas Retirement System, and more. Headquartered in Los Angeles, Sensis has offices in Washington, DC; Atlanta; Austin; Mexico and Colombia.
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Table of Contents
Tell our readers a bit about yourself and your company
José Villa: My name is José Villa and I am founder and president of Sensis, the largest minority-owned multicultural ad agency in the country. I bring more than 26 years of experience in research, advertising, and digital communications, across a variety of industries.
Sensis is the largest and most diverse 100% minority-owned advertising agency in the U.S., combining creative, UX/UI, media, earned media, research, and strategy to deliver fully integrated marketing that leaves no one behind. Sensis serves large brands, state and local government agencies, federal government agencies, and non-profit organizations.
Recently, I’ve taken on a new responsibility within my role, managing the purchase, remodel and opening of a new Austin, Texas office building that will house our Texas based team.
Specifically, we will be establishing a state-of-the-art facility in the heart of Texas in East Austin.. This location will serve as our flagship headquarters in Texas, strategically positioned in the heart of Austin. We will be unveiling and formally opening the office late this summer.
In tandem with the inauguration, we are planning a significant event in September to commemorate this milestone and celebrate our expansion.
I’m also excited to announce the release of two proprietary research studies—the latest in a series of groundbreaking research studies we’ve published at Sensis over the last 10 years. While we are primarily known as an advertising agency, these research studies are a testament to our commitment to delivering unique insights and being thought leaders in the industry.
Specifically, we are unveiling our much-anticipated New Hispanic Immigrant Report, alongside a comprehensive Law Enforcement Recruitment study. The Law Enforcement Recruitment study study, tailored for law enforcement agencies across federal, state, and local levels, addresses a pressing hiring crisis within the sector. At Sensis, we pride ourselves on our specialized practice in law enforcement recruitment advertising.
Through this study, we aim to position ourselves as thought leaders, offering invaluable insights into target demographics, optimal engagement strategies, and avenues for enhancing recruitment efforts. Our objective is to equip law enforcement agencies with the tools and strategies necessary to address staffing challenges and fulfill their recruitment needs effectively.
Can you share a time when your business faced a significant challenge? How did you navigate through it?
José Villa: Throughout my 25-year journey at Sensis, I’ve encountered a multitude of challenges, which, if anything, have become less frequent over time, yet remain an inherent part of our agency’s growth trajectory.
One challenge that stands out happened relatively recently, surrounding our graduation from the 8(A) program—a certification for minority-owned businesses, facilitating access to federal contracts over a nine-year span. As we transitioned out of the program in 2015, a significant shift ensued. Suddenly, we found ourselves competing with larger competitors for federal contracts.
This forced us to make a strategic pivot as we navigated the complexities of federal contract procurement. The impact was tangible, particularly in 2016, with a noticeable decline in revenue prompting operational adjustments, including the resizing of our DC office.
Nevertheless, amidst the adversity, our team displayed remarkable resilience and adaptability. Through their strategic realignment, we not only navigated the challenges but emerged stronger, and actually grew our federal business
How has a failure or apparent failure set you up for later success?
José Villa: Many of our early challenges, particularly in our formative years, can be described as near-death experiences, where we nearly went out of business. These trials not only shaped our resilience but also instilled in me a critical mindset that has been instrumental in our journey to success.
Firstly, it cultivated a profound sense of survival instinct and unwavering belief that, regardless of the severity of the situation, there is always a path forward.
This mindset underscores our ability to persevere through adversity and find solutions, even when circumstances appear impossible. This serves as a constant reminder that even as we achieve greater heights, to remain grounded and vigilant, never allowing complacency to set in.
These trials have sculpted not just our organizational spirit, but also my personal approach to leadership. It’s a constant reminder for me to tread cautiously, enjoy the moment without getting too comfortable, and tackle challenges calmly, knowing we’ve got the reins of our destiny firmly in hand.
How do you build a resilient team? What qualities do you look for in your team members? How has this shifted over the last 25 years?
José Villa: The foundation of our team’s resilience lies in our deliberate recruitment strategy—bringing aboard individuals who possess an entrepreneurial drive, agility, and a lean startup mindset. This approach was pivotal, especially during our lean beginnings when resources were scarce and our client base was modest. Embracing the ethos of a startup wasn’t just advantageous; it was imperative for our survival.
As we’ve expanded to nearly 100 employees, we’ve remained unwavering in instilling this within our company culture. At Sensis, each day presents new challenges and opportunities, demanding that we remain flexible and innovative.
This culture of resilience is ingrained in our company’s DNA. We deliberately seek out individuals who thrive in such an environment and actively promote those who embody these values.
Our commitment to a lean startup mentality continues to serve as the foundation of our ability to cultivate and sustain resilient teams.
How do you maintain your personal resilience during tough times?
José Villa: With each challenge, crisis, and failure, I’ve found myself becoming more resilient, learning and growing from each experience. Successfully navigating challenges reinforces our belief in our ability to overcome them.
For me, it’s about constantly reinforcing the mindset that no matter how tough things may seem in the moment, we’ll push through. It’s about reminding myself that our destiny is ours to shape.
The key is to maintain agency (no pun intended), to recognize that we have the power to steer our course and address the challenges head-on. I’ve never adopted the mindset of just resigning to adversity; instead, I’ve always believed in taking proactive steps to overcome it.
It’s all about recognizing that I’m in control of my destiny, and that of the company, and that there’s always a way forward.
What strategies do you use to manage stress and maintain focus during a crisis?
José Villa: One of my strengths lies in my ability to navigate high-stress and crisis situations with composure. I find that I thrive amidst chaos and adversity.
It’s during these challenging times that I truly excel. Part of my resilience stems from my mindset of staying grounded, just like riding a roller coaster. Running a business is like that—full of ups and downs.
I’ve learned to anticipate and embrace the fluctuations, knowing that they’re part of the journey and that we will get out stronger on the other side. On a personal level, I have coping mechanisms for dealing with stress, with physical activity playing a central role.
I prioritize daily exercise, with swimming being a particularly effective outlet for me. Staying physically active helps me tackle challenges head-on.
How do you communicate with your team during a crisis?
José Villa: In moments of crisis, it’s absolutely crucial for a leader to ramp up communication and maintain a calm demeanor while showing that there’s a clear plan in place to tackle the situation. I’ve learned this lesson over time.
My default mode when dealing with stress is to keep things bottled up and not show my emotions. But I’ve realized that in a crisis, this approach can be counterproductive.
It’s essential to keep everyone in the loop and provide reassurance by being transparent about the plan and strategy moving forward.
I’ve made a conscious effort to improve in this area, striving to communicate more openly and regularly. Whether it’s delivering news good news or bad, maintaining a steady stream of communication is absolutely vital.
What advice would you give to other CEOs on building resilience in their organizations?
José Villa: Building true resilience within your organization is something that comes with experience. It’s tough to establish a high level of resilience right from the start without going through some crises. It’s those tough times that really test and strengthen your team.
As CEOs, it’s crucial to keep those lines of communication wide open. Communication is key, especially during crises. You’ve got to maintain a sense of calm and confidence, setting the right tone for your team.
If you’re panicking or showing doubt, it can really affect morale and the team’s ability to weather the storm.
That’s why it’s essential to show strength and confidence during these tough moments. I genuinely believe that we’ll overcome any challenge we face, and it’s important to convey that belief to your team.
In my experience, staying strong and unwavering has always been crucial. Building real resilience in your organization is something that you do through experience.
How do you prepare your business for potential future crises?
José Villa: In addition to aspects like communication and showing strength, there are also a lot of practical and tactical steps an organization can take to enhance its resilience. As your organization grows, it’s crucial to ensure you have the right insurance policies in place and that you’ve considered all potential risks.
Managing risk through a solid insurance strategy is key. Documentation is another important aspect. Each time you face a crisis, it’s vital to document how you handled it and what worked. Then, you can implement systems and processes to better handle similar situations in the future.
This ties back to what I mentioned earlier about building resilience through experience. With each challenge or crisis, you learn and adapt, updating your approach to business to be better prepared for the next time a similar crisis arises.
What’s the most important lesson you’ve learned about leadership in times of crisis?
José Villa: Executive leadership is absolutely crucial during times of crisis.
That’s when leaders truly shine, and it’s arguably the most pivotal aspect of being a CEO or leading an organization. If you can’t step up and tackle the tough challenges head-on during these critical moments, then you might not be in the right role.
In my view, this is when executive leadership truly comes into focus and is defined.
Jerome Knyszewski, VIP Contributor to ValiantCEO and the host of this interview would like to thank José Villa for taking the time to do this interview and share his knowledge and experience with our readers.
If you would like to get in touch with José Villa or his company, you can do it through his – Linkedin Page
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