(Wall Street Journal) — As they seek new revenue sources, Madison Avenue firms are beefing up their multicultural offerings, posing a challenge to specialist Hispanic and African-American agencies. Kirshenbaum Bond Senecal + Partners has hired Sandra Alfaro to lead its newly created multicultural division, dubbed Ramona, which was formed several months ago after its parent company, MDC Partners, folded a multicultural agency into Kirshenbaum. Ms. Alfaro, a former managing partner at the independent Hispanic agency Vidal Partnership, is one of the rash of high-profile multicultural ad experts who have been wooed into joining generalist ad agencies over the past year as those firms look to take advantage of the dollars flowing to multicultural advertising.
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