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Imagina Communications celebrates eleven years of growing the Hispanic market

October 1, 2014

Houston–GEEMD picEleven years ago Imagina Communications Inc. was born during Hispanic Heritage month. Jose Monterrosa and Frank Trevino started with $250, a laptop, and a dream to build a successful Hispanic advertising agency. Today that dream is a reality measured not only by billings but also by the business accolades accumulated along the way. In 2013, Imagina Communications was named one of Emerging 10 Companies by Houston Minority Supplier Development Council, Volunteer of the Year by the AMA Houston Chapter, and featured as Hispanos Emprededores in GenteToday.com.

Principal owner, Jose Monterrosa, has built a reputation as the go to man when national and international brands want to penetrate and brand themselves among Houston Hispanics. Jose is a member of the American Marketing Association and the Houston Hispanic Chamber of Commerce. The latter experiencing explosive growth during the last five years due to the leadership of Dr. Laura Murillo and the team of consultants, which includes Jose Monterrosa.

When the Greater East End Management District (GEEMD), the local municipality of the oldest Latino neighborhood in Houston, was selecting an agency to use for their public and media relations, they selected Imagina Communications, for their proven track record of successful advertising and general communications campaigns. According to Diane Schenke President of the GEEMD, “We have enjoyed working with Jose for the past four years. His guidance and in depth knowledge of the Hispanic market and culture has been invaluable to adjust our communications strategy.”

What does Jose attribute his successful trajectory to? Years of experience, in-depth knowledge of marketing and strong relationships with the community he serves. He obtained a dual degree in Mass Communication and Marketing in his native country of El Salvador. Due to his academic prowess and experience he was awarded a Fulbright Scholarship completing a combined program of Advertising and Marketing at Michigan State University in Lansing, Michigan. Jose went on learn the tricks of the trade as a staffer of Sykes Communications and then Bromley Communication, one of the largest Hispanic ad agencies. He also worked for six years at Young & Rubicam doing TV and radio production work in his home country.

Jose is bullish on the Hispanic market and he has benefited from the considerable growth since he started his business. After a rough beginning, dealing with the startup challenges and the recession that bankrupted many small ad agencies in 2009, Jose wondered if his company could survive . Today, Jose has the first hand experience of overcoming not only the usual challenges that every business faces but the adversity of major economic swings that have forced him to adjust his business model and maximize his resources. Jose advices, “There is no magic bullet that applies to all businesses. You have to learn how to foresee and solve problems quickly for your business and for the client’s business if you want to stay in the game.”

With recent estimates of a 1.2 trillion purchasing power of Hispanics, Jose is on the right side of history. His source of satisfaction is doing a good job and measuring the success of his clients. He is always ready to pay it forward with causes that help Houston Hispanics in a positive way such as Texas Children’s Hospital and Vecinos Health Centers.

According to Dr. Laura Murillo, President and CEO of the Houston Hispanic Chamber of Commerce, “Jose is one of those marketing professionals that has been able to understand the diverse cultural nuances of our community not by reading research data but by experiencing it first-hand. He is a committed professional and resourceful asset to the chamber.”

Jose’s admonition to fellow Hispanic business owners is, “Find a mentor early on. You don’t need to make the same mistakes someone has already made. Know the dynamics of business and understand the trends of the market. Due to the large number of Hispanics, Houston has become the test lab for what the rest of the United States will look like in the future. He concludes, “I want to wish my fellow Hispanic entrepreneurs a feliz mes de la Hispanidad.”

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