Ad Shop Adrenalina Ramps Up Digital Innovation Drive

With U.S. Hispanics ahead of the general market in Web and mobile use, the
agency will roll out a dedicated offering designed to generate next generation
digital, online creative services

NEW YORK, May 11 /PRNewswire/ -- Spurred by Hispanics' robust consumption of
the Web, social networking and mobile text messaging, Adrenalina, a leading
advertising and marketing agency that is part of the MDC Partners network, is
enhancing its services to include digital innovation.

The ad shop's digital drive will provide the agency with a formalized strategy
for developing and producing creative advertising and marketing via the Web,
mobile technology and other non-traditional media including social networking
sites and text messaging.

In the coming weeks, the agency is expected to add several new hires with the
appointments of a Digital Experience Chief and staff positions specializing in
digital innovation.

"Latinos are at the epicenter of a significant social and technological shift
to digital media," said Manuel Wernicky, president, chief ideas officer and
managing partner, Adrenalina. "We download more music and ringtones, send more
text messages, go online more often to chat with friends and create our own
content and we continue to leapfrog the general market in embracing and using
just about every form of digital technology."

Among the nation's 50 million Hispanics, more than half (54 percent) are
online today, leading all U.S. Internet users as the online group more likely
(21 percent) to download digital content than average adults (music is the top
download category for both), per Scarborough Research, New York.

With 3.5 million Hispanics accessing the Web for the first time, representing
an annualized growth rate of 20 percent compared with six percent for the
overall U.S. online marketplace, per Captura Group, San Diego, Calif., and
more than 60 percent of online Latinos under the age of 35 and earning more
than $50,000 a year, marketers seeking creative and effective channels for
reaching young and affluent Hispanics with brand messages will look beyond
traditional media and consider shifting ad dollars to online venues such as
social networking sites and text messaging," said Wernicky.

Culturally speaking, Hispanics have put their own spin on the 'social' aspect
of online networking sites, using the Web to connect and maintain strong ties
to family and friends and to express themselves via user-generated content.

Nearly 80 percent of Hispanics (44 percent who prefer English, 35 percent who
prefer Spanish) say they regularly visit the social networking sites MySpace,
compared with 22 percent of non-Hispanic Whites, per Captura Group, while 31
percent of Hispanics (18 percent who prefer English, 13 percent who prefer
Spanish) report regularly going online via Facebook, compared with 7 percent
of non-Hispanic Whites.

"Marketers who want to engage this financially powerful market segment in the
digital realm are sending Hispanic consumers a strong signal that says you
want to do business using their medium of choice not a 30-second TV spot
placed by your media agency," said Wernicky.

Adrenalina's move to the digital arena coincides with the debut today of its
Web portal www.getadrenalina.com, a destination site designed to stimulate the
senses, ignite creativity and generate a heady Adrenalina rush. The Web site
goes live just ahead of the anniversary in July of the agency's second year in
business following its auspicious start in 2007 when the yet-to-be-created
shop won the Hispanic business for Heineken USA's Tecate and Tecate Light in
an agency shootout.

"Looking to the future, we're evolving the agency to the digital space just
one year after opening the doors of a 'bricks and mortar' shop," said
Wernicky.

The digital push is part of a wider growth plan mounted in late March to bulk
up the agency's staff; pump up its expertise in branding, creative services,
retail and shopper marketing and insights and digital innovation; and to boost
the shop's consumer-centric strategy one year ahead of the 2010 U.S. Census
when one in six Americans will be Hispanic.

For more information about Adrenalina, send an email to:
news@getadrenalina.com.

About Adrenalina
Like the Spanish word for adrenaline, which is a hormone generated in the
human body when we experience emotions, Adrenalina, New York, creates ideas
that provoke engagement, experience and emotion between brands and consumers.
The agency for the New Emerging America specializes in media agnostic ideas,
breakthrough advertising, grassroots and retail promotional marketing, and
digital innovation. Adrenalina is a minority-owned and managed business.

About MDC Partners
MDC Partners is a leading provider of marketing communications services to
clients in North America, Europe and Latin America. Through its partnership of
entrepreneurial firms it provides advertising, specialized communications and
consulting services to leading brands. MDC Partners' philosophy emphasizes the
utilization of strategy and creativity to drive growth for its clients. "MDC
Partners is the Place Where Great Talent Lives." MDC Partners Class A shares
are publicly traded on the NASDAQ under the symbol "MDCA" and on the Toronto
Stock Exchange under the symbol "MDZA."

Contact:Michelle Maldonado 917-743-2754

SOURCE Adrenalina

Michelle Maldonado, +1-917-743-2754