C-Suite Leaders from Casanova//Mccann, Sensis and Spanish Broadcasting System Join HMC Board of Directors
Fairfax, Va. (March 2, 2022) – The Hispanic Marketing Council (HMC) announced President/CEO of Casanova//McCann Ingrid Otero-Smart has rejoined its Board of Directors, as well as newcomers Albert Rodriguez, president & COO of Spanish Broadcasting System, and José Villa, founder, president and chief strategy officer for Sensis. These members will work closely with the HMC’s governing bodies, executive committee and the executive director to support the organization’s strategic plan, which champions the U.S. Hispanic market, advocates for increased investment in Hispanic marketing and elevates the critical role of the culture marketing specialist.
“We are thrilled to have Ingrid, who was one of the original architects of this organization, back on the board—and with the fresh energy and proven leadership of Albert and José, our board couldn’t be stronger to lead the marketing industry into the imminent reality of a multicultural-majority U.S. landscape,” said HMC Chair Gonzalo Del Fa, president of GroupM Multicultural.
Ingrid Otero-Smart, President/CEO of Casanova//McCann
With more than 30 years of advertising experience in the U.S Hispanic Market and Puerto Rico, Ingrid joined Casanova Pendrill in 2008 as President/CEO. The Agency then re-branded as Casanova//McCann in 2016, and she acquired the majority stake from Interpublic Group in 2020, making Casanova a minority-owned Agency once again. At Casanova, she leads the agency operations, managing offices in Costa Mesa, New York, Detroit, and field teams in Dallas, South Florida, and Chicago. Ingrid started her career at McCann in Puerto Rico and joined Mendoza Dillon & Asociados in California in 1987. She worked there as an account director and left 18 years later as President/COO. In 2005, she joined Anita Santiago Advertising as President.
A founding member and past president of the Hispanic Marketing Council (formerly the Association for Hispanic Advertising Agencies), Ingrid currently serves in the Dean’s Advisory Board of the School of Communications, at California State University Fullerton (CSUF), Agency Advisory Board for the School’s Practical Advantage Agency, and on the Board of Governors of this institution. She is also a founding member of the Latino Communications Institute and currently serves as its Chair.
In addition to being named one of the 100 Most Influential Hispanics by Hispanic Magazine earlier in her career, Ingrid has received numerous accolades, including 2019 School of Communications at California State Fullerton Distinguished Communicator Award, 2019 Oasis Partnership Award, 2019 Hispanic Advertising Hall of Fame, 2020 Latina Style Entrepreneur of the Year, 2021 Los Angeles Times Inspirational Women Finalist, and was named to the National Advertising Review Board in 2021.
Albert Rodriguez, President & Chief Operating Officer, Spanish Broadcasting System
With over 20 years of experience as a versatile media executive, Albert’s background spans broadcast sales management, reporting, and operational leadership. As president and COO of Spanish Broadcast System, he manages all aspects of SBS’ operations and oversees the future growth and financial performance of the Company’s radio, TV, digital and experiential businesses, and market-leading brands. Throughout his long tenure at SBS, Albert held numerous leadership positions in both the television and radio segments—even setting the record in 2005 for El Zol 95.7 achieving the highest billing station in Florida’s history.
José R. Villa, President/Chief Strategy Officer, Sensis
José Villa is the founder and President and Chief Strategy Officer of Sensis, an integrated cross-cultural marketing agency. Jose founded Sensis as a Web development firm in 1998, and one of the first agencies focused on the multicultural digital market. Under José’s direction, Sensis has grown into the largest independent multicultural agency in the U.S. José has more than 24 years of experience in advertising and multicultural marketing across a variety of industries. With a unique professional background that combines digital technology and advertising with economics, market research and strategy consulting, he has pioneered a new “cross-cultural” approach to reaching the diverse American mainstream.
His thought-provoking analyses of advertising at the intersection of technology and culture are published regularly on MediaPost, AdAge, and numerous industry trade publications. José is also a regular speaker at advertising and digital conferences such as RAB OneShow, SXSW, MediaPost, and Hispanicize. A thought leader in cross-cultural and modern advertising, Jose has co-authored multiple studies including the “Hispanic Millennial Project,” the “We are Gen Z” Report” and the “Boomer Cultures Report.”
About HMC: Founded in 1996 as the Association of Hispanic Advertising Agencies, the Hispanic Marketing Council is the national trade organization of all marketing, communications, and media firms with trusted Hispanic expertise.