KBS+P Absorbs Adrenalina

In the latest of a series of management moves and realignments at Canadian holding company MDC Partners, multicultural shop Adrenalina has been absorbed by Kirshenbaum Bond Senecal + Partners in New York.

Adrenalina president Manuel Wenicky “has left to pursue other initiatives,” KBS+P CEO Lori Senecal (pictured) said in a statement. Adrenalina’s other 22 employees will stay on. The New York shop is best known for its Tecate beer campaigns. That client spends about $25 million annually on ads, per Nielsen.

In the same statement, Senecal maintained that the new alignment allows the shop “to offer cutting-edge, multicultural creative thinking and execution to our clients, and puts Adrenalina in the position to leverage additional depth of resources and capabilities.”

Of late, change has been watchword at MDC.

As July began, Alex Bogusky of the firm’s flagship Crispin Porter + Bogusky agency and adland’s biggest creative star, exited the holding company and the ad business altogether. Shortly thereafter, Crispin absorbed the operations of Zig, a 100-person MDC sibling in Toronto. There was also an exec shakeup at KBS+P, which had recently expanded operations into Atlanta. Agency co-founder Jon Bond departed in February.