- Adweek Staff

NEW YORK MDC Partners shop Adrenalina in recent weeks added a pair of seasoned execs -- Ivan Sanchez and Victor Zeiris (pictured) -- to help spur a growth plan the agency hopes will create as many as 12 new jobs in coming months.

Sanchez joined as vp, senior brand strategist, overseeing account planning and helping to guide new-business. He had been brand-planning director at GlobalHue Latino and earlier served as vp, account planning at LatinVox (now Vox Collective). He reports to Manuel Wernicky, Adrenalina's president, chief ideas officer and managing partner. 

Zeiris came aboard as cd from Euro RSCG Latino, where he spent more than a decade working for clients such as DirecTV, Volvo, Sanofi-Aventis, Walgreens and Chivas Regal. He reports to Paco Olavarrieta, chief creative director and managing partner.

The agency promises more hires in short order as it undertakes an aggressive growth plan in an inversion of the current marketplace norms that have seen shops of all disciplines and sizes reduce staff. Adrenalina's plans to expand ahead of big demo shifts expected in the Hispanic population in order to be primed for new business opportunities that arise.

In a statement, Wernicky said he has "always envisioned being more than just an agency with clients. We want to turn the industry on its head to provide clients with the authoritative intellect they expect to help shepherd, shape and lead their brands."

New York-based Adrenalina was formed in 2007 by Wernicky and Olavarrieta and is best known for its "Tecate. Con Caracter" ("Tecate. With Character") campaigns for Heineken USA's Tecate and Tecate Light.