MDC, Doner Launch Multicultural Shop Cultura United Agency
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Two weeks after Omnicom’s GSD&M and LatinWorks partnered to launch Hispanic agency Sibling, MDC Partners is making its own move, setting up Cultura United Agency with Doner, another MDC shop.
MDC is positioning Cultura as a “cross-disciplinary marketing firm uniting specialized full-service advertising and public relations expertise with deep insights across Hispanic, African American and Asian audiences,” according to a statement.
JC Penney is a Doner client in the general market, which will lead to some related Spanish-language work for the new unit. Independent shop Grupo Gallegos remains JC Penney’s Hispanic agency of record. Cultura, which will have 10 people and be based in Los Angeles, will also work with cosmetics company Jafra, a recent Doner win.
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