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Kirshenbaum Bond

KBS+P Gives Adrenalina Prettier New Name

After swallowing up fellow MDC shop Adrenalina over the summer, Kirshenbaum Bond Senecal + Partners has now gone and restructured the multicultural agency,  giving it not only new leadership but a more feminine name: Ramona. We’re not sure whether to say aww, giggle or what, but regardless, the newly rebranded outfit will be led by Sandra Alfaro, former managing partner, director of account management at Vidal.

KBP+S’ goal with the rejiggering is to expand what was known as Adrenalina beyond the confines of a standalone specialty unit and offer a more integrated solution to better suit clients’ needs. Alfaro, who will take on the post of GM, multicultural at KBP+S, says in a statement, “Team Ramona will seamlessly integrate with their general market counterparts to offer Clients big ideas that are a total marketing solution from their inception.  Today, we are all multicultural consumers and marketers who want to gain a competitive advantage will benefit from addressing this important consideration from the start.” Alfaro will be joined in the Ramona unit by creative director Ivar Rodriguez.

Kirshenbaum Coughs Up The Cash

Richard Kirshenbaum must be a Libra. The man behind the moneyed television program “Creative Lunch” (a show where rich people dined on expensive lunches and expounded on creativity), has balanced himself out.

The KBS+P namesake was Friday’s WSJ Donor of the Day for creating a scholarship with the Torch program, which works with underserved New York City high school students. Camille Crawford, a freshman at Pace University, will be the first recipient of the $20,000 scholarship and summer internship at KBS+P. Congratulations Camille!

In case you missed it, the subtext here is Richard and MDC, which is also helping five additional students a year, are talking about supporting minority students. Why ?

“If you watch ‘Mad Men’ you can see how it was through the ’50s, advertising companies were almost like investment banks,” says Kirshenbaum. “As demographics shift, we need to have creative voices that are representative of these changes.”

Dear Richard you are so right! U.S. Agencies need to diversify, so that they can actually offer deep insights, while leveraging the changing cultural landscape of the United States for their clients. The ad world could use a little diversification across all disciplines from women to gender-bending Blasians.

So, um Richard? This means that you should probably take a closer look at your own staff. Over at the KBS+P website, one is able to see all of the company’s shining, happy employees. Let’s see here… There is a graphic artist and a very cute business manger, as well as a production billing coordinator and media payable manager working at the agency.  All  of these folks are clearly minorities. However, it’s disappointing to see that none of these people are in positions where those “creative voices” Richard was talking about would come into play.

That’s alright. We’re betting on Camille to bring a new generation of mixed-up culture to KBS+P. Right, Camille?

Do you want to support Torch? Find out more about the outstanding program here.

More: Here’s Lori Senecal in Che Guevara Form

KBS+P, Allard Johnson Unite to Form Canada Operation

We assume this is a major topic of conversation amongst the MDC PR community, which is assembling in NYC this week. Miles Nadal‘s holding company announced that its Big Apple-based agency, Kirshenbaum Bond Senecal + Partners, is teaming up with sister shop Allard Johnson to create KBS+P Canada.

The rebranding will affect Allard Johnson offices in Montreal and Toronto, which serve clients ranging from Subway to Merck. KBS+P Canada’s leadership includes Allard Johnson alum Mario Daigle, who has been appointed president, while Allard Johnson CEO Terry Johnson will assume the role of chairman, KBS+P Canada and Cameron Wykes will take on the dual roles of president, BabyRobot and GM, KBS+P Toronto. On the creative front, Dan Pawych is now CCO of KBS+P’s Canada operation. All parties involved up north will report to KBS+P president/CEO Lori Senecal.

More: “Adrenalina Merges Into KBS+P

Here’s Lori Senecal in Che Guevara Form

Ever wondered what KBS+P partner Lori Senecal would look like with a Che Guevara beret? Well, look no further than the image above, which features MDC chief Miles Nadal applauding this painting that was presented at the agency’s “Blue Chairs” event that took place in NYC on Sept. 16.

One rather excited tipster tells us:

“The revolution continues at KBSP!!!…It was a day of sharing, laughing and of course drinking. Our brave leader, Lori Senecal, was even presented with a Che inspired poster in her likeness that read ‘viva la kbsp.’ Have a look at the photos and get a look at the agency of the future.”

Who knew Senecal was the Kim Jong Il of the ad world? If you care to know what the “agency of the future” looks like, you can check the rest of the photos here.

More: “KBS+P Creatives Split for McCann

Bill Grogan Joins KBS+P

Now that Adrenalina’s merged into Kirshenbaum Bond Senecal + Partners, we’ve been told that Bill Grogan has joined the agency as global CMO.

MDC sent us this statement to verify the hire: “Bill Grogan has joined kirshenbaum bond sencal + partners as Chief Global Marketing Officer. His responsibilities include leading the KAO account as well as overseeing the transition of Adrenalina into kbs+p. Prior to joining the agency, Bill held a number of prestigious positions including President of Berlin Cameron, Worldwide Account Director of Coca-Cola for IPG and most recently, Managing Director, Momentum.”

More: “Kirshenbaum Bond + Partners Adds Senecal to Nameplate

KBS+P Adds Pair of ACDs

Bill and TJ1.jpg

TJ Bennett and Bill Graham are continuing their ten-year partnership as the creative duo has joined Kirshenbaum Bond Senecal + Partners as associative creative directors and will work across a variety of accounts including NetJets, HomeGoods and Pinnacle Foods.

Bennett and Graham join from TBWA\Chiat\Day NY, where they worked on accounts including Vonage and Absolut. Prior to Chiat, the pair served as VP/CDs at Hill Holliday where they oversaw all creative aspects of the Verizon Wireless retail business from radio and print to OOH and in-store creative.

More: “Kirshenbaum Bond + Partners Adds Senecal to Nameplate

KBS+P Has a New Chief of Staff


They might’ve nicked a title from the government but Kirshenbaum Bond Senecal + Partners nevertheless has a new Chief of Staff in Matt Weiss. Weiss joins the KBS+P fold from McCann Erickson, where he was “Chief Growth Officer” and worked with clients like Johnson & Johnson, Unilever, MasterCard and Coca-Cola.

There seems to be a new paradigm shift at the agency called “Speed to Genius”, which might seem a little presumptuous but still emphasizes KBS+P’s goal to deliver a “superior” product and bring higher ROI for clients in a shorter period of time. Why move? In a statement, Weiss says, “I have been looking for the ideal entrepreneurial opportunity, where I am able to capitalize on my experience and industry knowledge and most importantly, truly participate as a partner in an organization I believe in. Kbs+p is that firm. They are completely committed to redefining the agency model of the future. The entrepreneurial culture, abundance of creative thinking, and their revolutionary structure, is a perfect fit for me. I’m incredibly excited to come on board.”

More: “Kirshenbaum Bond Senecal Opens Atlanta Office

Kirshenbaum Bond Senecal Opens Atlanta Office


Lori Senecal sent a note to agency staff today regarding KBSP opening an office in Atlanta. This is MDC’s third round of expansion news in recent weeks. The note is posted below and continues after the jump.

“We are delighted to announce that kbs+p is opening an office in Atlanta. This is a fantastic strategic opportunity to grow kbs+p outside of New York, as well as add new marquee brands to our client roster like The Coca-Cola Company, Arby’s, Church’s Chicken, and Levi-Strauss & Co.

Read more

The Bond Hes Left KBSP


The Times is reporting that Jon Bond has left Kirshenbaum Bond Senecal + Partners after 23 years to “pursue other entrepreneurial goals.” Go read the story. We’ll tell you what happened, later.

More:Kirshenbaum Bond + Partners Adds Senecal to Nameplate

Kirshenbaum Bond + Partners Adds Senecal to Nameplate


Lori Senecal has been named president, CEO and sr. partner of Kirshenbaum in a move that adds her name to the company, which has been rebranded Kirshenbaum Bond Senecal + Partners. Senecal left her position as president of McCann Erickson New York to take the job.

In an email to AgencySpy, the company writes,

“We’re very excited to tell you that we have appointed Lori Senecal as Senior Partner, President & CEO and rebranded the agency as kirshenbaum bond senecal + partners. In this new role, Lori will take over day-to-day leadership of the agency and become a member of the board of directors.”

Richard Kirshenbaum and Jon Bond, the agency’s founders, have seen their shop’s billings increase over the last 5 years.

Hardee’s, Burger King, Wendy’s And KP+B