- Thursday, Feb. 16, 2017
The community, a cross-cultural, global creative ad agency that’s part of the Publicis family, is opening an office in London.
Based on Great Titchfield Street, the new office launches with a small group of clients, including Tesco Mobile and Britain’s Beer Alliance. In addition, the London agency recently won a global pitch for a leading beauty brand in partnership with the Miami office.
This expansion comes off the back of several successful years for the community (still La comunidad in Buenos Aires), which has seen the agency nearly triple in size. 2016 was the agency’s biggest year yet, posting over 50% growth fueled by existing clients and key new business wins such as General Mills and Verizon. The agency has also continued to build on its creative reputation by amassing more than 100 awards in the last 12 months alone and a Grand Prix in Cannes in 2015.
“The community’s expansion into London isn’t just the product of growth, it’s the product of something bigger,” said agency co-founder Joaquin Mollá. “José and I have respected the work from the UK our entire career and admired how involved clients are in making great ideas come to life. It’s a dream come true to open in London and be a part of that dynamic.”
“We always believed that our approach to culture was relevant on a global level,” said co-founder José Mollá. “What better way to make that a reality than opening an office in London.”
The office opens its doors in the UK with Mark Hunter as executive creative director. He will lead the creative effort in London and help grow the community into a truly global, culturally-driven creative boutique. Hunter was a partner and chief creative officer at Deutsch LA while also serving stints at TBWA\London and Havas London.
The community believes that today’s world is more culturally complex and digitally savvy than ever, especially with younger generations. This reality has a profound impact on brand-building and has changed the nature of the problems brands are trying to solve.
“These guys live at the intersection of creativity, culture and technology,” said Gaston Legorburu, chief strategist at Publicis.Sapient and executive sponsor for the community, “It’s what’s been driving their growth in the Americas. It’s not a specialty; it’s just who they are.”
Headquartered in Miami, the community also maintains offices in New York and Buenos Aires. The shop has created work for such brands as Verizon, BMW, VW, Google, Sauza and Hornitos Tequilas, Apple, Converse, Corona Extra, Modelo Especial and ESPN.