MDC Partners' KBS merges with Forsman & Bodenfors
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In yet another major change at MDC Partners, Forsman & Bodenfors and Kirshenbaum Bond Senecal & Partners are being combined under one brand. The joint entity will now be called Forsman & Bodenfors, retiring the KBS name.
Anna Qvennerstedt, chairman of Forsman & Bodenfors, the Swedish hotshop acquired by MDC in 2016, becomes global executive chairman of the combined agencies. Qvennerstedt will oversee the board along with KBS global CEO Guy Hayward, who retains that title in the merged agancy. Silla Levin will continue to lead Forsman & Bodenfors Sweden as CEO. KBS president Mike Densmore will become F&B New York president.
The move eliminates the KBS moniker, which has been around in one form or another since 1987 when the original founders, Jon Bond and Richard Kirshenbaum — then referred to as “ad brats” — opened a shop known for bleeding-edge creative on brands like No Excuses, Moet & Chandon and Snapple before selling a stake to MDC in 2004. Five years later, the name was changed to KBS after Lori Senecal joined as president-CEO. Senecal, who later moved to global CEO at sibling CP&B, retired from advertising last year.
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