The Miami-based Hispanic agency La Comunidad has appointed the former Leo Burnett senior vice-president of regional strategy and business development director, Latin America and Caribbean, Alain Groenendaal, as its general manager.
Groenendaal will replace Gary Bassell, who resigned from the role earlier in the year to become the chief executive of the Bravo Group. He will also become a partner, taking an equity stake in the agency.
Groenendaal started his career as an account executive at Burnett in Chile in 1984 before moving to Puerto Rico and then Brazil over the following years. In 2003, he relocated to Miami, where he ran Burnett's Visa International business for Latin America.
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