Union Connects Agency Leaders in Pursuit of Redefining Storytelling for an Always-on World
BOSTON AND MIAMI – January 15, 2014 – SapientNitro, part of Sapient (NASDAQ: SAPE), today announced its acquisition of La Comunidad, a leading creative agency renowned for award-winning, engaging campaigns that consistently break boundaries in cross-cultural marketing.
Founded in 2001 by brothers José and Joaquín Mollá, La Comunidad, one of the most awarded agencies in the world (Gunn Report), has established a stellar creative reputation, having recently been named among the top creative agencies by Advertising Age’s Agency A-List. The agency is celebrated for defining how great brands connect with today’s influential multicultural consumer. They have consistently done this through breakthrough campaigns that crossover to resonate in the general market. Well known for their offbeat work for brands such as Converse, MTV, Subway and Virgin Mobile, the agency is also recognized for cutting edge work with leading brands such as Apple, Best Buy, Citibank, Corona, Disney, Hornitos and Sauza Tequilas, Modelo Especial, Sony and Time Warner Cable.
“We found a kindred spirit in SapientNitro. They are independent, entrepreneurial and their culture has always been about pushing boundaries for their clients, just like us,” said José and Joaquín Mollá, co-founders of La Comunidad. “This union with SapientNitro, born from a mutual desire to create breakthrough work that lives at the intersection of technology, storytelling and culture, nourishes our creative spirit, gives us unparalleled access to emerging technologies and innovative experiences, and creates a new canvas of opportunities for us and our clients.”
This addition of La Comunidad reflects the growing importance of cross-cultural marketing. The Hispanic population is estimated to reach $1.5 trillion in total spending by 2015. Overall, multicultural segments in the U.S. are heavily influencing the total market. For example, in 10 years, it is expected that over 60% of all U.S. teens will be Hispanic – an age group understood to be a significant driver of societal change.
“La Comunidad is a unique agency and a recognized creative force equally adept in both the multicultural and general markets,” said Gaston Legorburu, Worldwide Chief Creative Officer of SapientNitro. “Together we will continue our mission to create the agency clients deeply value, one that connects capability to create real advantage for our clients in a world where the expectations of a changing consumer are rapidly evolving.”
La Comunidad joins SapientNitro’s capabilities across brand, digital, commerce, and technology and will strengthen its storyscaping approach -- which combines the power of storytelling with systems thinking to allow brands to create not just ads but worlds.
“As highly-connected, influential cross-cultural audiences rapidly become the new mainstream consumers, we see increasing opportunity to help clients create authentic experiences that resonate with an evolving target audience,” said Alan J. Herrick, president and CEO of Sapient. “The addition of La Comunidad further strengthens SapientNitro’s ability to help clients navigate a rapidly transforming environment.”
Completing a year where SapientNitro won over 200 creative awards, including being named Creative Agency of the Year by MediaPost's OMMA Magazine, La Comunidad is a powerful creative addition to the agency. Among its many accolades, La Comunidad was featured on the Advertising Age ‘Agency to Watch’ list in 2012 and ‘A-List’ in 2013, and was recognized as Adweek’s ‘Multicultural Agency of the Year’ in 2006. The company is headquartered in Miami, Florida with an additional office in Buenos Aires.
SapientNitroSM, part of Sapient® (NASDAQ: SAPE), is a new breed of agency redefining storytelling for an always-on world. We’re changing the way our clients engage today’s connected consumers by uniquely creating integrated, immersive stories across brand communications, digital engagement, and omni-channel commerce. We call it Storyscaping, where art and imagination meet the power and scale of systems thinking. SapientNitro’s unique combination of creative, brand and technology expertise results in one global team collaborating across disciplines, perspectives and continents to create game-changing success for our Global 1000 clients, such as Chrysler, Citi, The Coca-Cola Company, Lufthansa, Target, and Vodafone, in 31 cities across The Americas, Europe and Asia-Pacific. For more information, visit www.sapientnitro.com.
About La Comunidad
La Comunidad believes in the power of connecting people and ideas. The concept of community empowers people and inspires collaboration. Founded in 2001, La Comunidad is a global agency known for innovative cross-cultural communications for multinational brands. Featured on the Advertising Age ‘Agency to watch’ list in 2012 and ‘A-List’ in 2013, the agency has been ranked as the 13th most awarded agency in the world (Gunn Report). It was also named Adweek’s “Multicultural Agency of the Year” in 2006. The company is headquartered in Miami, and has three offices—two in Miami and one in Buenos Aires. La Comunidad’s iconic client roster includes Time Warner Cable, Sauza and Hornitos Tequilas, Apple, Converse, Corona Extra, Modelo Especial, Diageo, MTV Networks, Rolling Stone and Kraft among others.