Kirshenbaum Bond Senecal + Partners is building out its social media practice, with help from parent company MDC Partners.
Attention, a social media shop that MDC acquired in 2009, will now be part of KBS. The specialist agency will keep its name and own profit and loss responsibilities, but now report to KBS CEO Lori Senecal.
In a statement, Senecal said her agency's clients, which include BMW and Vanguard, will "benefit from Attention's deep experience, not only in improving performance in social channels and content but also in integrating social behavior throughout brand connections."
The alliance expands KBS' footprint—albeit just in social media—to Culver City, Calif. Attention also has offices in New York, London and Toronto. Coincidentally, in New York KBS and Attention work out of the same building in SoHo.
Attention works for the likes of Mattel (Barbie), Sports Authority, Novartis, Dunkin' Donuts and Samsung. The shop, led by CEO Curtis Hougland and chief operating officer Paul Beck, employs about 90 staffers.
Like other KBS units, including The Media Kitchen, Attention will share clients with the main agency as well as have its own clients.