Hispanic advertising agency la comunidad has been named agency of record for Rémy Martin. First work is expected to break in the fourth quarter.
The agency will develop all creative for the brand focusing on out-of-home, print, radio and possibly broadcast. The work covers the brand’s portfolio with initial efforts focusing on the flagship product, Rémy Martin’s V.S.O.P. cognac, said Alain Groenendaal, general manager for la comunidad (the community), which has offices in Miami and Buenos Aires.
“It’s a very competitive and image driven category and we think it’s a great opportunity to do some great work and to stand out,” Groenendaal said.
The new campaign will first appear in print ads, set to debut at the end of the year in urban, lifestyle and men’s publications.
La comunidad will produce work in English that targets African Americans, Hispanics and the general population target working mainly with Rémy Martin offices in New York, but with some interaction with the headquarters in Paris.
“We were looking for an advertising agency partner with strong strategic thinking and creative that would break new ground, not just for Rémy Martin, but for the premium spirits category as a whole, said Steve Hissam, category director for Rémy Martin cognac, in a statement.
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