"That's what we like," said Jose Molla, founder and creative director of the independent Miami agency.
Ms. Zel, 43, has been La Comunidad's client twice, at NBC Universal-owned Spanish-language TV network Telemundo, and at MTV Networks Latin America.
She left Telemundo in October 2007 after three years as senior executive VP-network strategy, where she oversaw marketing, digital and research, including the relaunch of Telemundo's bicultural-youth-oriented cable channel Mun2. She started her career as an entertainment-industry lawyer and went to work for one of her clients, Viacom, where she joined the launch team for MTV in Latin America and became president of MTV Networks Latin America in 2002.
"Antoinette has a lot of experience with entertainment, digital and content and other areas that will be a great addition to push brand building beyond just advertising," Mr. Molla said. "She understands the corporate world very well."
Mr. Molla started La Comunidad in 2001, opening in Miami while his brother Joaquin opened a La Comunidad in their native Buenos Aires. The 30-person Miami shop is the 27th largest U.S. Hispanic agency, according to Ad Age's ranking, with 16.7% growth in 2007 to revenue of $7 million.
The Miami agency's clients include Best Buy, Citibank, Virgin Mobile, a recent big win from Johnson & Johnson, and general-market work for Remy Martin.