Small Agency Awards 2012

Small Agency of the Year, Southeast, Silver: La Comunidad

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There is nothing traditional about La Comunidad. Owned by Argentine brothers Jose and Joaquin Molla, and former MTV executive Antoinette Zel -- whom they call their "adopted sister" -- La Comunidad's mix of U.S. Hispanic, general-market and international business fueled the independent Miami-based agency's 60% growth to $12 million in revenue last year.

App let uses see what Volvo tech was used in competing brands.
App let uses see what Volvo tech was used in competing brands.
La Comunidad's acclaimed "Volvo in Every Car" app, launched at 2012 international auto shows, lets users zap the badges of rival car brands to see all the Volvo-created technology inside other cars. In a sign of the agency's reach, Apple called La Comunidad to ask for some Latin American work, then made the shop its "creative custodian" for U.S. Hispanic.

Communitarians, as the 90 staffers are called, also work at the artsy La Comunidad-Summer division, responsible for giving a giant hamster with attitude his own web-to-cable series. "El Spooky Show" is now filming a second season, and La Comunidad, which owns the property jointly with MTV Networks, hopes to spin it into merchandising opportunities.

And watch out for "This Is Not a Gallery," a summer project that showcases new art in solar-powered booths and other venues.

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