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.