Andrew Speyer, Tracy McDonough, Joaquín Mollá, Luis Montero, Dominick Concepción, José Mollá and Laurie Malaga Credit: Andrés Henao
Shop Saw Revenue Grow 22%, With Three Major New-Business Wins
To take back summer from other beach-loving beers, Corona Extra called in winter. In The Community's poetic "Dear Summer" campaign in both Spanish and English versions, winter writes a letter to summer, enviously extolling all that people love about the latter, ending with a request to hang out: "You bring the beer, I'll bring the ice."
The Community looks at life—and marketing—a little differently. And with its focus on multicultural consumers, the Miami-based shop wants to help its clients avoid building brands for a world that doesn't exist anymore. "They really understand the concept of cultural fluidity, the ability to move in and out of various cultures that defines us," said Diego Scotti, exec VP-chief marketing officer at Verizon, one of The Community's big 2015 account wins.