Tuesday, July 14, 2009

La Comunidad Wins $20M Crown Brands Business

NEW YORK (AdAge.com) -- Independent agency La Comunidad won Crown Imports' pitch to choose a new U.S. Hispanic agency of record for beer brands Corona Extra and Modelo Especial, an account worth about $20 million. La Comunidad beat two other Latino shops, independent Zubi Advertising and Conill, Saatchi & Saatchi's Hispanic agency, in a three-month review for the business, which will involve leading strategic planning, creative development and production for the two brands.

The previous agency was Interpublic Group of Cos.' Casanova Pendrill, based in Costa Mesa, Calif.

Jim Sabia, executive VP of marketing for Crown Imports, led the review. In a statement, he credited La Comunidad's win to the agency's insight-driven creative ideas across multiple media platforms.

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