How The Community centers its work around sharing multicultural perspectives

Behind The Community’s sprawling list of major clients and marketing wins is a motivation to not segment and sideline multicultural perspectives, but rather center them in brand messaging. This idea, which the creative agency calls “culturally honest creativity,” has helped the agency drive 20% year-over-year revenue growth; generate double-digit increases for its two biggest clients in Walmart and Verizon; and acquire new business with AutoZone, Mondelēz-owned Ricolino, Starbucks and others. See all of Ad Age’s 2025 Agency A-List winners here No better illustration of this approach is The Community’s 2024 work with Verizon. The agency helped the telecom giant launch a partnership with musician J. Balvin to celebrate the first-ever Spanish broadcast of the Super Bowl on Univision. An ad that aired during the special broadcast imagined the social upheaval that would stem from Balvin sharing his phone number publicly—an extension of a larger Verizon campaign illustrating the strength of the provider’s network. The Community also expanded Verizon’s visibility with the Hispanic community by rolling out a Spanish-language social handle and deploying dozens of other campaign moments. The agency fueled similar work for Volkswagen, for which it serves as Hispanic agency of record. The Community launched Volkswagen’s first bespoke electric-vehicle campaign for the U.S. Hispanic market, which hinged on two poignant spots, “Overnight Charging” and “Toys,” depicting family life. “Culturally honest creativity” is about more than just a mission for clients, however. The Community reflects multicultural storytelling through its personnel, 83% of whom self-identify as diverse, representing more than 30 nationalities. These voices have helped The Community push its work in a purpose-driven direction and transmit those values to its top brands. See all of Ad Age’s 2025 Agency A-List winners here

How The Community centers its work around sharing multicultural perspectives

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