Having already expanded south into Atlanta earlier this year, Kirshenbaum Bond Senecal + Partners now turns north, toward Canada.
The New York-based MDC Partners shop has joined with sibling Allard Johnson to form KBS+P Canada. This gives the brand a 100-person presence in Toronto and Montreal. The Allard Johnson name will cease to be used. Key clients include Subway, Church & Dwight, Purdue Pharma and Merck.
Another MDC shop, Crispin Porter + Bogusky, made a similar move this summer, absorbing sibling Zig to rebrand as CP+B Canada.
Allard Johnson exec Mario Daigle will run KBS+P Canada as president, reporting to agency CEO Lori Senecal (pictured). Former Allard Johnson chief exec Terry Johnson becomes chairman. Dan Pawych is CCO. Cameron Wykes will serve as gm in Toronto and also lead BabyRobot, the shop’s digital unit.
Johnson noted that the union gives the Canadian operations immediate access to “new capabilities, talent [from KBS+P] and further enhances our social media and digitally integrated offering for clients.”