• by Larissa Faw , April 30, 2015

Since early 2013, SapientNitro's the community has served as the Creative AOR for Beam Suntory's tequila portfolio, which includes Sauza, Hornitos, and Justin Timberlake's Sauza 901. One might recall its memorable videos featuring Timberlake as the father of Tequila Don Sauza, which were widely popular across social media last spring. 

Now, the multicultural agency is expanding this relationship to become digital AOR, overseeing strategy, ideation, production, launch and measurement of digital and social campaigns for the entire Beam Suntory’s tequila brand portfolio. There was not a formal review.

Incumbent Barbarian Group previously handled both digital and social duties for Beam Suntory’s tequila portfolio. However, over the past year, the tequila brands began to leverage the community’s digital and social capabilities and parent company Beam Suntory decided to make it official. 

The new work is expected to roll out in the coming months.

“Building upon their a-list above-the-line capabilities, the community has demonstrated a deep understanding of digital and social engagement” said Jared Fix, Vice President/General Manager, mixables category business, Beam Suntory. “We are thrilled to expand this partnership and to maximize the synergies of a fully integrated marketing effort on tequila.”

This account win underscores the growth experienced by the Miami-based agency since SapientNitro acquired it in January 2014. Along with the rebranding from La Comunidad to the community, the shop has invested heavily in its digital and social offerings and now handles digital and social pieces of business for over 80% of its clients and increased its digital capabilities in Latin America.

Headquartered in Miami, with an office in Buenos Aires, the community's roster of clients include Google, Time Warner Cable, Apple, Converse, Corona Extra, Modelo Especial and Office Depot.