Kirshenbaum Bond Senecal + Partners has brought in Sandra Alfaro, former managing partner, director of account management at Vidal Partnership, to head up the MDC Partners’ agency’s multicultural offerings and that of its Ramona unit, formerly known as Adrenalina.
The rebranding of Adrenalina, which was folded into KBS+P this summer, removes the last vestiges of the former MDC stand-alone shop, whose remaining founder Manuel Wernicky exited earlier this year. Wernicky, along with Jose Arandia and Paco Olavarrieta, formed the agency in 2007 to pitch Heineken USA’s Tecate and Tecate Light brands, which remain the unit’s primary clients.
Alfaro’s previous agency, Vidal, has been the lead U.S. Hispanic agency for the Heineken and Heineken Premium Light brands since 1996.
Alfaro assumes a new position at KBS+P as general manager, multicultural.
“Based on major demographic shifts over the last 10 years, multicultural marketing is no longer a niche consideration. We see it as today’s new marketing reality,” Bill Grogan, chief global marketing officer, said in a statement. “With Ramona, we are turning the traditional model of a stand-alone unit on its head by extending our culturally relevant insights into general market advertising and proactively taking it to clients.”
Grogan, the husband of KBS+P chief executive Lori Senecal, who assumed his role at the agency in August, has oversight of Ramona as well as the agency’s Kao business.