Time Warner Cable Names La Comunidad Multicultural Agency of Record
La Comunidad has just been named Multicultural AOR for Time Warner Cable, handling TWC’s substantial Hispanic marketing efforts including TV, print, OOH, radio and direct mail. La Comunidad was awarded the business after a review, which began with ten agencies and was narrowed down to four before La Comunidad was selected. The incumbent was not included in the review. This assignment continues to support TWC’s dedication to reaching the Hispanic community.
This win, on the heels the agency’s 10-year anniversary in 2011, continues to expand this creative hot shop’s client roster. Founded by brothers José and Joaquín Mollá and with offices in Miami and Buenos Aires, the agency is already working with big brands such as Apple, Volvo and Converse, and AOR assignments for Corona, Modelo and Trident (among others). La Comunidad has made a big splash over the past decade.
“Our goal was to find a partner who can help us get to the next level by consistently delivering the highest level of strategic and tactical communication support,” said Time Warner Cable’s Executive Vice President and Chief Marketing Officer, Jeffrey A. Hirsch. “We realize the immense value in effectively reaching the Hispanic community, and we are making that a top priority.”
“Our growth as an agency is based on finding partners that share our vision. Time Warner Cable has a smart team that strives to fully seize the Multicultural opportunity. They understand how the market has evolved and that fresh, out-of-the-box thinking is critical to success,” said José Mollá, Founder and Chief Creative Director of La Comunidad. “After this pitch process, we are confident that together we will deliver smart creative work and business solutions that will make a difference in a cluttered business.”
The work will focus on the superior competitive value offered by Time Warner Cable while building on elements shared from the general market campaign work created with Ogilvy, RAPP and other TWC agencies to provide consistent integrated campaigns. It is expected to break during the 2012 holiday season.