Ad Shop Adrenalina Taps Veteran Journalist for Strategic Communications

Agency expands talent roster, appoints Della de Lafuente to director post
responsible for internal and external public relations, reputation strategy
and multimedia initiatives

NEW YORK, Aug. 17 /PRNewswire/ -- Della de Lafuente "gets it." That's the
assessment of Manuel Wernicky, president, chief ideas officer and managing
partner, Adrenalina, who recruited the award-winning journalist and online
news editor to lead the agency's newly created post of director, strategic
communications and editorial.

Says Wernicky: "I've been in this industry for 18 years, and one of the things
I know is: there are people who get it and people who don't. Della is a rare
gem. She's razor-sharp and multidimensional. She understands today's business
and is a progressive, fast-forward thinker who can identify trends and sees
well beyond what's in front of her."

At Adrenalina, de Lafuente will direct and execute the agency's communications
and reputation strategy in culture, among consumers and media and will do the
same for clients, Wernicky said. Her appointment is effective immediately,
reporting to Wernicky.

De Lafuente also will collaborate with teams in house and co-lead a soon-to-be
announced cultural studies advisory board of experts from outside the realm of
advertising that will lead the agency's clients on future cultural trends. She
also will promote the agency via relevant media platforms and as a leading
Latina journalist via digital programs including social networks, hosted chat
sessions and public events such as panel discussions, forums and industry
conferences, per Wernicky.

The agency chief recognized de Lafuente was a perfect fit for Adrenalina
largely because of "her access to an enormous range of contacts and her
passion for reaching out to people, getting around barriers and closing
deals," he said, noting, "She has such a broad and vast expertise across a
full range of disciplines: business, marketing, multicultural, Latina issues,
and so much more. She's a natural communicator who commands just about any
issue you can think of which makes her brilliant, amazing and unique."

Wernicky met de Lafuente when she interviewed him and wrote the first
published news article via Adweek Media about Adrenalina, which is part of the
MDC Partners network. She was among the first reporters to recognize the
exceptional talent, focus and passion at the ad shop.

For the Adweek story, de Lafuente interviewed Wernicky about his team's now
legendary pitch to Heineken USA during an agency shootout that resulted in a
win of Tecate and Tecate Light's Hispanic business, the formal creation of the
ad shop and the groundbreaking campaign in 2008 for Tecate.

"Their creative work and style is so fresh and distinctive to everything else
you'll see in the marketplace," de Lafuente said. "Their work is bold,
in-your-face, humorously spot on in terms of cultural relevance and speaks to
the emotions of the consumers for whom the messages are intended."

De Lafuente joins Adrenalina from Adweek Media where she served as senior
editor of the "Hispanic Marketing Report," which appeared in print editions of
Adweek, Brandweek and Mediaweek, and of the former Web portal
MarketingYMedios.com.

For de Lafuente, the new post is an opportunity to work with Adrenalina's
partners to create a voice for the agency and to showcase its talent and
expertise. "I knew I liked the agency's philosophy. I knew that if I'd ever
entertain the idea of a 'next step' in my career, I knew this is where I
wanted to be," de Lafuente said.

Her own career as a reporter, writer and editor spans daily newspapers,
national women's consumer magazines, industry publications and other work in
print and online, including serving as senior editor, Latina magazine; deputy
editor, Working Mother magazine; and staff reporter of the Chicago Sun-Times.

De Lafuente also has served as a contributor to the features and lifestyle
department of the Associated Press, New York, BusinessWeek's Small Biz and the
women's business and career title Pink, in a solid career that includes a
stint as a reporting intern at Advertising Age, Chicago. She is a journalism
graduate of the University of Texas at Austin and a member of the National
Association of Hispanic Journalists.

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

About Adrenalina

Like the Spanish word for adrenaline, which is what your body generates when
it needs to reach the extraordinary, Adrenalina, New York, creates ideas with
stopping power that sell and provoke engagement, experience and emotion
between brands and consumers. The ad shop specializes in media agnostic ideas,
breakthrough advertising, grassroots and retail promotional marketing and
digital innovation. The agency is part of the MDC Partners network and is a
minority managed and owned 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."

SOURCE Adrenalina

Cesar Argueta for Adrenalina, +1-212-261-4816