Hasta La Creative!

MDC Partners has acquired Swedish agency Forsman & Bodenfors, which will in turn form a “strategic global partnership” with CP+B.

At least we assume that’s the news. The press release does not include the word “acquisition” and mentions nothing about what portion of the agency MDC will own. It does, however, note the newly empowered network’s plan to unleash “an arsenal of extraordinary creative talent” by giving CP+B access to international staffers.

F&B is, of course, best known for the 2013 “Epic Split” campaign for Volvo Trucks starring Jean-Claude Van Damme. This past December Volvo designated Forsman & Bodenfors as its global strategic creative agency, and recent work for the client includes the “Prologue” launch spot for its “Made in Sweden” campaign, arriving ahead of the UEFA Euro 2016 tournament and starring Sweden national team captain Zlatan Ibrahimovic. Last September, the agency also teamed up with Iggy Pop in a spot for  H&M called “Close the Loop.”

Since its 1986 inception, the agency has grown to a team of 300, led by CEO Erik Sollenberg and chairman Anna Qvennerstedt. 

“I love Forsman & Bodenfors,” said CP+B chairman Chuck Porter, in a statement. “They only care about great work, and we share so much DNA they’re like our twin who grew up in Sweden. This business always needs re-invention and I think amazing things will come out of this partnership.”

“What we are creating is a fresh, seamless way to tap into the most potent collection of creative talent in the world,” added CP+B global CEO Lori Senecal. “At CP+B we’re building a modern global model that challenges the conventions of legacy agencies.  What ultimately makes us most valuable to global marketers is creating the boldest most inventive ideas that deliver the highest return on creativity, and this partnership amplifies our mission to do that more consistently and brilliantly than ever before.”

MDC Partner Network has named Lori Senecal as president and chief executive officer, Adweek reports. Senecal arrives at MDC from Kirshenbaum Bond Senecal + Partners (kbs+), where Ed Brojerdi will inherit her role as chief executive officer. Senecal will begin the position in September, working closely with MDC Partner Network CFO/COO Andre Costereporting and reporting directly to MDC CEO Miles Nadal.

In the position, a new role for the division, launched last year to house MDC agency operations and corporate strategic resources, Senecal will “provide strategic counsel to agencies, identifying resources to fuel growth and deepening the MDC agency model.” Senecal will also join the board of directors for the holding company.

Before joining kbs+ back in 2009, Senecal served as president of McCann Erickson New York, while working on global accounts such as Coca-Cola and Nestlé. Before that she served as global chief innovation officer at McCann Worldgroup and co-founded TAG Ideation at McCann Erickson.

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