The Community
The Community is an independent, Miami-headquartered full-service advertising agency specializing in U.S. Hispanic and multicultural marketing for enterprise brands, including Verizon, Walmart, Amazon, Netflix, GM, Porsche, Volkswagen, OREO, TikTok, and Diageo.
- Company typePrivate
- Founded2000
- HeadquartersMiami, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What The Community does
The Community is an independent, full-service advertising agency founded in 2000 by Joaquín Molla and headquartered in Miami, with additional offices in New York, San Francisco, Buenos Aires, and Mexico City. It specializes in multicultural marketing — primarily U.S. Hispanic and broader Latino/multicultural audiences — under a positioning it calls 'the New Mainstream,' producing integrated brand campaigns spanning television, digital, social, OOH, experiential, and AR/WebAR activations. The agency serves enterprise clients through dedicated senior account leadership and retainer-style engagements; the named client base includes Verizon, Walmart, Amazon, Netflix, General Motors, Porsche, Volkswagen, OREO/Mondelez, TikTok, Bath & Body Works, Diageo brands (Don Julio, Modelo, Hornitos, Smirnoff, Tanqueray), Bank of the West, and several nonprofits.
Revenue is generated through professional-services agency fees, production fees, and retainer arrangements with corporate clients; pricing is not publicly disclosed and is negotiated per engagement. Distribution is direct: senior leaders including Presidents, EVPs, and Managing Directors manage major accounts personally, supported by an in-house integrated production arm called Makers Lab and a creator/talent initiative called Fundi. The agency has been repeatedly recognized as a top multicultural shop (Adweek and AdAge Multicultural Agency of the Year across multiple years) and was named one of Campaign U.S.'s Top 25 Agencies of the Last 50 Years (2017) and a Fast Company Most Innovative Company (2022).
Underlying technology is conventional for the agency category — standard creative, production, and media tools — with limited but visible use of AI in select campaigns (e.g., AI-generated personalized movie credits for Powell's Books' 'Adapted by You/Anyone' work with Project Gutenberg) and AR/WebAR activations (Volkswagen ID.4 AR on Amazon boxes, Samsung immersive metaverse store). The firm is privately held with no disclosed institutional investors or acquisition history.
The Community firmographics
Firmographics- Name
- The Community
- Legal name
- la comunidad" Corporation"
- Website
- https://thecommunityagency.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- The Community is an independent, Miami-headquartered full-service advertising agency specializing in U.S. Hispanic and multicultural marketing for enterprise brands, including Verizon, Walmart, Amazon, Netflix, GM, Porsche, Volkswagen, OREO, TikTok, and Diageo.
- Ownership category
- akta.pro rank
The Community industry classification
Industry- Product category
- Advertising Services
- NAICS
- Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Multicultural & Diversity Marketing Creative Agencies (MPAAAAAK)
- akta.pro secondary industries
- Community Management & Creator Community Building (MPAAAHAH), Social Media & Community Management (BPAFAAAE)
Keywords
Where The Community is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
The Community business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Advertising Services: Full-service advertising agency providing creative, strategy, media, and production services to enterprise brand clients. Revenue is generated through agency fees, production fees, and retainer arrangements with major corporate clients.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
The Community product offering
Product offeringCore offering
The Community is a full-service advertising agency providing creative strategy, brand campaign development, media planning, digital content creation, multicultural marketing, AR/WebAR experiential work, and integrated production services through its in-house Makers Lab to enterprise brand clients. The agency specializes in multicultural and US Hispanic marketing and serves major brands across telecommunications, retail, automotive, food & beverage, entertainment, streaming, and spirits categories.
Product overview
The Community is an advertising and marketing agency that provides integrated marketing services rather than a software product. The agency's offerings consist of client services including brand campaigns, social media strategy, digital content creation, purpose-driven marketing, AR/WebAR experiences, and specialized multicultural marketing campaigns. The agency has worked with major brands including Verizon, Walmart, Porsche, OREO, Volkswagen, Netflix, GM, Bath & Body Works, and others. Their work spans multiple industries including automotive, telecommunications, retail, food/beverage, and entertainment. Key case studies demonstrate capabilities in brand advertising, social campaigns, cause marketing, and experiential activations.
Differentiator
Problem solved
Functional benefit
Products and services
- Adapted by You Campaign A campaign produced in partnership with Powell's Books that delivers a custom AI-driven website generating personalized movie credits based on six classic novels, aimed at encouraging reading through the medium of movies.
Quantifiable outcome
- Verizon Best For A Good Reason: 138M+ total views, 61% completion rate on YouTube (200% above benchmark)
- +6 more outcomes
Companies that use The Community
Customer profileNamed customers15 records
Segments1 record
Ideal customer profiles1 record
The Community technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Community partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- AmazoncoreThe Community worked with Amazon and The Climate Pledge on the 'Challenge Accepted' campaign launched in September 2021. The campaign featured a film with kids challenging CEOs and a 360 campaign during Climate Week NYC including GMA integration and Times Square takeover.
- TikTokcorePartnership for 'De Nada America' campaign celebrating Latinx Heritage Month. The campaign included manifesto video, weekly livestreams, murals across New York, California, and Texas, and celebrated TikTok's 2021 Latinx Trailblazers.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
The Community competitors and assessment
Company assessmentDirect peers
- Lopez Negrete Communications: One of the largest independent Hispanic-focused advertising agencies in the US, headquartered in Houston. Directly comparable to The Community as a full-service multicultural creative agency serving Fortune 500 brand clients across the Hispanic and general market.
- Alma: Independent multicultural creative agency built around Hispanic and multicultural consumer expertise. Comparable to The Community in targeting similar enterprise clients with culturally fluent creative across paid, social, and experiential channels.
- Lerma: Bicultural, independent agency based in Dallas with strong multicultural and Hispanic AOR credentials. Closely comparable to The Community in mission, structure, and client mix.
- Republica Havas: Miami-based multicultural creative agency within the Havas network, founded by the same founders that previously built La Comunidad. Directly competes with The Community in the US Hispanic and multicultural AOR market from the same Miami HQ base.
- EP+Co: Independent creative agency purpose-built around cultural relevance and challenger-brand work. Comparable to The Community in combining multicultural insight with mainstream creative ambitions for enterprise clients.
- Wing (WPP): WPP-owned multicultural creative agency focused on Black, Hispanic, and Asian American consumer segments. Closely comparable to The Community in multicultural AOR positioning, though operating inside a holding-company network.
Broad incumbents
- Droga5 (part of Accenture Song): Global creative agency known for culturally bold work for major brands. Comparable at the level of competing for the same Fortune 500 AOR assignments, though broader in scope and network-backed.
- MullenLowe Group (Multicultural): Global network with dedicated US Hispanic and multicultural practice (formerly Cultura and Zone). Competes with The Community for multicultural AOR assignments but operates inside a larger IPG-affiliated holding structure.
- McCann Worldgroup (Commonground / Truth Central): Global advertising network with established multicultural marketing capabilities through Commonground. Competes broadly with The Community on multicultural creative briefs from shared enterprise clients.
- Hearts & Science: Data-driven media and creative agency within Omnicom. Comparable in serving the same enterprise brand clients with integrated media-creative work, including multicultural segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
The Community social profiles
Digital presenceThe Community financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Community leadership team
Management profileNumber of profiles
Profiles11 records
The Community funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Community M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Community
What does The Community do?
The Community is a full-service advertising agency providing creative strategy, brand campaign development, media planning, digital content creation, multicultural marketing, AR/WebAR experiential work, and integrated production services through its in-house Makers Lab to enterprise brand clients. The agency specializes in multicultural and US Hispanic marketing and serves major brands across telecommunications, retail, automotive, food & beverage, entertainment, streaming, and spirits categories.
Is The Community a public or private company?
The Community is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Community founded?
The Community was founded in 2000. It employs 251 to 500 people.
Where is The Community based?
The Community is headquartered in Miami, United States, in the North America region.
How does The Community make money?
One revenue line is on record: advertising Services.
Who are The Community's main competitors?
Direct peers on record are Lopez Negrete Communications, Alma, Lerma, Republica Havas, EP+Co and Wing (WPP). Broad incumbents are Droga5 (part of Accenture Song), MullenLowe Group (Multicultural), McCann Worldgroup (Commonground / Truth Central) and Hearts & Science.
Does The Community have an API?
No public API is recorded for The Community.
What industry is The Community in?
The Community's product category is Advertising Services. Its primary akta.pro industry code is MPAAAAAK, Multicultural & Diversity Marketing Creative Agencies, with a secondary code of MPAAAHAH, Community Management & Creator Community Building. Its NAICS code is 5418 and its SIC code is 7310.