La Comunidad Taps Bassell

A year-long search for a president at la comunidad in Miami led partners José and Joaquin Mollá to Gary Bassell, who launched BatesSouth’s office in Florida about a decade ago.

Bassell, 42, will lead account management and new-business efforts, as well as handle day-to-day financial responsibilities for the Hispanic agency. His appointment frees José Mollá, who is based in Miami, to return to creative duties. His brother, Joaquin, will continue as president and creative director at the shop’s Buenos Aires, Argentina, location.

“We wanted to find someone who was strong from a client side,” said José Mollá.