For José Mollá, founder and CEO of The Community, the name of the agency means teamwork and that is an indicator of integration, which has been key in the process of developing campaigns. Their teams in Buenos Aires and the US have made pieces jointly. “The two offices, Argentina and the US, have always worked as a single community. We now changed the name of the agency in the US so it represents a bit more what is going on with Hispanics there, the fact that they are influential on pop culture, as in the case of total market, but in Argentina we continue to be La Comunidad, and our philosophy has not changed”.In an interview with PRODU he said the two offices are very much integrated and that this is possible thanks to globalization. He explained that regarding the campaign for the City of Buenos Aires, “the client had a very clear brief and including a team based in Miami in the project seemed interesting”. The agency received a Press Grand Prix for the “Never Stop Riding” campaign aimed at promoting the new schedule for public bicycles in Buenos Aires. The Community received a total of five awards in the Press and Outdoor subcategories, and also won a Silver Film Lion for its campaign The Steves for Rolling Stone Argentina.
