LOS ANGELES — Founded in 1998 by José Villa, Sensis has grown to become the largest cross-cultural marketing agency in the U.S. West. Now, it claims to be the “largest and most diverse 100% minority-owned independent multicultural advertising agency” thanks to its acquisition of an Atlanta-based shop long active in the Hispanic space.

PM3, which includes Eduardo Perez among its partners, is now being combined with Sensis.

“The move combines Sensis’ strategic, research-based approach to marketing with PM3’s creative production resources and consumer-brand experience,” Sensis says.

“The diverse background of our team members has been a huge advantage for us for more than 22 years as we helped clients navigate the intricacies of various diverse consumer groups,” Villa adds. “This acquisition builds on that diversity and gives us the opportunity to grow quickly in Atlanta which is the heart of so much multicultural growth. It strengthens our presence in the rapidly changing Southeast and significantly expands our creative capabilities.”

PM3 has built Hispanic marketing campaigns across a variety of media for multiple consumer brands, including Cox Communications, Aaron’s Rent-To-Own, NAPA Auto Parts, the Georgia Lottery, Fifco Intl. (Seagram’s) and Georgia Web MBA among others. PM3 also has its own production facilities to create television, radio and digital content.

“We’ve been in the process of looking for the right partner for a while,” said PM3 Principal Ricky Echegaray. “Sensis gives us media buying power and a robust research and strategy operation that will expand the offering we can provide to our existing clients while we bring a creative and production force that provides expanded capabilities to Sensis’ customers.”

Sensis has an Atlanta office, opened to service clients including the Centers for Disease Control (CDC) and the Army National Guard. Sensis has offices in Washington, D.C., Austin, Texas, and Tepic, Mexico.

Sensis will phase out the PM3 name following the merger.

The acquisition was facilitated by Agency Futures, a global consultancy specializing in strategic and culturally attuned agency mergers and acquisitions headquartered in London.

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