Progressive Cross-Cultural Agency Translates
Name to The Community
La comunidad has been named to Advertising Age’s 2015 Agency
A-List, an honor awarded to top industry innovators doing the best
and most interesting work and driving change in a transforming
industry. This marks the agency’s third appearance on the list in
four years, following a Top 10 Agency rank in 2013 and an Agency to
Watch mention in 2012.
The community's Joaquin Mollá, Luis
Montero, and Jose Mollá. (Photo: Business Wire)
Advertising Age recognized the agency for a groundbreaking 2014
that included significant client and talent growth, major expansion
into the digital space and its acquisition by SapientNitro, part of
Sapient® (NASDAQ: SAPE). In 2014, the agency added Google, Sauza
901 (a joint collaboration between Beam Inc. and Justin
Timberlake), Red Bull and Office Depot to its client roster,
underlining its position as an innovator and creative force with
unique cultural insights to help brands engage today’s dynamic
consumers.
“This recognition tops off a great year and is a truly defining
moment for our agency,” said Jose Mollá, co-founder and Chief
Creative Officer of the community. “It validates our perspective
that the best way to engage with today’s U.S. consumer is with
cultural relevancy.”
The A-List also revealed that the agency is translating its name
to “the community” to better reflect the reality of today’s
cultural landscape.
“Translating our name to ‘the community’ reinforces our
emphasis on culture and not just language or ethnicity,” said
Joaquin Mollá, co-founder and Chief Creative Officer of the
community. “’The community’ is a more accurate reflection of the
world we live in today, where cultural distinctions are much less
rigid and identity is more fluid than ever.”
“The A-List is a tremendous honor,” said Gaston Legorburu, Chief
Creative Officer of SapientNitro. “Jose, Joaquin and the team at
the community have raised the creative bar at SapientNitro, and
they have done it as we have – by seeing the whole consumer, not
just a digital person, or a person of a particular ethnicity, but a
person. The community and SapientNitro share an ethos that is
enabling us to break boundaries together.”
Since opening its doors in 2001, the community has realized its
vision of becoming one of the most progressive cross-cultural
agencies, operating at the intersection of culture, creativity and
technology. It has used its deep understanding of communities and
culture to deepen its value to brands, and since joining
SapientNitro last January, further expanded into the digital and
social media space, setting the stage for a new chapter in its
evolution.
To further support its vision, the community made significant
talent investments in 2014, including hiring Andrew Speyer,
Executive Director of Strategic Planning; Jake Wheeler, Executive
Creative Director and Nathaniel Perez, Global Director of Social
Media.
Rounding out its upward trajectory, the community continued
building its creative reputation by amassing a total of 31 awards
and 18 shortlists in 2014.
The community also expanded its digital capabilities in Latin
America, and with SapientNitro, built a digital studio in Buenos
Aires, where it will continue to go to market as la comunidad.
"In the traditional sense, growth is viewed solely
in numbers and by that measure we had a big year,” said
Luis Montero, Managing Director of the community. “But we also see
growth as the product of something bigger – following a
vision. For us, the results from 2014 suggest that we are on
the right path of fulfilling our vision, and are thrilled
that Ad Age has recognized this as well.”
To read more about the community in Advertising Age’s 2015
A-List, please click here:
http://adage.com/article/special-report-agency-alist-2015/la-comunidad-8-ad-age-s-2015-agency-a-list/296711/
About the community
The community, part of SapientNitro, is an innovative
cross-cultural agency that has produced award-winning, engaging
campaigns that consistently break boundaries. Since it was founded
in 2001, the community has effectively used culture as a compelling
narrative to build brands and bring communities together. The
agency was named a Top 10 Agency on Advertising Age’s A-List in
2015 and 2013, and an Agency to Watch in 2012. It was also named
Multicultural Agency of the Year by Adweek in 2006, and ranked the
13th most awarded agency in the world by Gunn Report. Headquartered
in Miami, with an office in Buenos Aires, the community has created
work for some of the world’s most recognized brands including
Google, Time Warner Cable, Sauza and Hornitos Tequilas, Apple,
Converse, Corona Extra, Modelo Especial and Office Depot, among
others. For more information, visit lacomunidad.com.
About SapientNitro
SapientNitroSM, part of Sapient® (NASDAQ: SAPE), is a new
breed of agency redefining storytelling for an always-on world.
We’re changing the way our clients engage today’s connected
consumers by uniquely creating integrated, immersive stories across
brand communications, digital engagement, and omni-channel
commerce. We call it Storyscaping, where art and imagination meet
the power and scale of systems thinking. SapientNitro’s unique
combination of creative, brand and technology expertise results in
one global team collaborating across disciplines, perspectives and
continents to create game-changing success for our Global 1000
clients, such as Chrysler, Citi, The Coca-Cola Company, Lufthansa,
Target, and Vodafone, in 31 cities across The Americas, Europe and
Asia-Pacific. For more information,
visit www.sapientnitro.com.
Sapient is a registered service mark of Sapient
Corporation.
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20150126006012/en/
DiGennaro CommunicationsMarielena Santana,
646-561-3296marielena.santana@digennaro-usa.com
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