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the Community Sauza 901 SapientNitro

Beam Suntory names the community as digital agency of record for its tequila brands

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By Minda Smiley, Reporter

May 1, 2015 | 2 min read

Multicultural agency the Community, part of SapientNitro, has been named as digital agency of record for Beam Suntory’s tequila brands which include Sauza, Hornitos, and Sauza 901.

The Community has served as the company’s above-the-line creative agency for its tequila portfolio since 2013. In the past year, the brands began to utilize the agency’s digital and social capabilities.

The agency orchestrated the launch of Sauza 901, a premium-tequila collaboration with Justin Timberlake. The campaign was solely run on social and digital channels.

New work is expected to roll out in the coming months. The agency will now work on strategy, ideation, production, and launch as well as social and digital campaign measurements for the three brands.

Over the past year, the Community, in partnership with SapientNitro, has ramped up its digital and social offerings. It now handles digital and social parts of business for more than 80 per cent of its clients.

Jared Fix, vice president and general manager of the mixables category business at Beam Suntory, said: “Building upon their a-list above-the-line capabilities, the Community has demonstrated a deep understanding of digital and social engagement. We are thrilled to expand this partnership and to maximize the synergies of a fully integrated marketing effort on tequila.”

The Community is based in Miami and has worked with brands including Google, Time Warner Cable, and Converse.

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