NEW YORK (AdAge.com) -- Three-year-old U.S. Hispanic agency Adrenalina will become an operating unit of MDC Partners sibling Kirshenbaum Bond Senecal & Partners, following the departure of the last of Adrenalina's three founders Manuel Wernicky.
The move helps MDC streamline its agency holdings and gives KBS&P U.S. Hispanic capability that a growing number of general market agencies are seeking as they increasingly challenge Latino agencies for clients' multicultural budgets. The move also gives MDC more oversight of an agency that has apparently overspent and under-delivered. Adrenalina is agency of record for only one major client, the Tecate beer business that the agency opened with in 2007.
Lori Senecal, president-CEO of KBS&P, in a statement said the move "puts Adrenalina in the position to leverage additional depth of resources and capabilities to help drive continued quality and growth. All 22 employees will be staying on. Adrenalina will report in to the KBS&P executive leadership." On Adrenalina's website, the highest-ranking employee appears to be the chief financial officer, followed by an HR executive. Mr. Wernicky has already been removed from the website, although his own LinkedIn profile still lists him as Adrenalina's "Chief Ideas Officer, President and Managing Partner."
Adrenalina has done award-winning work for Tecate and Tecate Light, picking up a gold and other prizes at Ad Age's Hispanic Creative Advertising Awards last year.
Adrenalina was founded in 2007 to pitch for Heineken USA's Tecate beer account, because all three partners had previously worked with Eduardo Casas, the executive leading the review, although they hadn't previously worked together. One partner, Jose Arandia, left more than a year ago, and Paco Olavarrieta, who was also chief creative officer, left last fall.
MDC owned a 49.9% stake in Adrenalina at the end of 2009, according to MDC's most recent 10-K filing. Messrs. Wernicky and Olavarrieta are believed to own 25% each. MDC could increase its Adrenalina stake up to 61% in 2013, 72% in 2014 and 82% in 2015, according to the 10-K filing.
In another streamlining move at MDC, Crispin Porter & Bogusky earlier this month continued expanding its global network by taking over sibling Zig, a well-known Canadian shop that will be rebranded as CPB Canada.