La comunidad (agency)


The Community is a global advertising agency with offices in Miami, Buenos Aires, London, San Francisco and New York City. It was founded in March 2001, simultaneously in both the USA and Argentina by Jose and Joaquin Molla. Jose Molla was Creative Director for Nike International at Wieden+Kennedy, while Joaquin was the Creative Director of Ratto/BBDO in Argentina. The company was founded on the idea that every brand has its community with whom it connects through universal truths which transcend nations and ethnicities.
In January 2014, the community was acquired by SapientNitro. The following month, Joaquín and José Mollá published a satiric video called "Why we sold", explaining in their own words the reasons they decided to join SapientNitro, while enjoying different fancy and extravagant luxuries that they could now afford.
It has carried out international work for Verizon, Corona, Coca-Cola, Converse, Mondelez, La Nación, Kroger, Rolling Stone, Volvo, Google, Samsung, Ad Council, Unicef and Nutcase, among others.
Despite their multicultural expertise, The Community does not define itself as a multicultural agency, but rather a general market agency marketing to a multicultural world. Their mission is to build brands based on the premise that people are no longer defined by ethnicity and generalizations, but rather by their passions and perspectives.
They believe that in today's new reality, the whole concept of identity has changed. It’s not about where you are from anymore. It’s about where you are going. It's about the ability to move seamlessly between cultures and subcultures, and they call this “cultural fluidity”.
The agency's work has been recognized by most of the industry’s main awards shows. i.e. D&Ad, Clio Awards, The One Show, Cannes, including winning 11 Grand Prix’s.