Adrenalina Adds Pair for Retail Push

MDC Partners Hispanic marketing shop Adrenalina has added a pair of key staffers to help build its retail business and spur overall growth: Jules Aspesi, new business director, and Michelle Maldonado, vp, operations and PR.<br clear="none" /> <br clear="none" /> "Instead of focusing solely on pre-purchase awareness, we want to create interactions at the purchase and post-purchase stages," said Manuel Wernicky, the New York agency's president and managing partner, in a statement. "With today's economic crisis, more marketers are looking to reach consumers with in-store brand messages that are two feet away, not two miles away, where they'll passively watch ads on TV."<br clear="none" /> <br clear="none" /> Aspesi (pictured above) joins the agency here on June 1 from toy company Hasbro in Pawtucket, R.I., where she was a consulting senior marketing manager. At Adrenalina, she is tasked with developing in-store consumer promotional programs. She is a 15-year industry veteran who also has agency experience from tenures at Alcone Marketing Group (where she worked on Heineken, also a key Adrenalina client), the Vidal Partnership and Tracy-Locke. <br clear="none" /> <br clear="none" /> Maldonado's resume includes stints at Emanate in New York, where she was vp, Hispanic marketing director and led efforts for Bank of America. She has also served at WingLatino/Grey Global, Edelman and the Bravo Group.<br clear="none" /> <br clear="none" /> Adrenalina was formed two years ago and is best known for its "Tecate. Con caracter" ("Tecate. With character") campaigns for Heineken USA's Tecate and Tecate Light.<br clear="none" /> <br clear="none" /> The agency has been adding to its ranks of late. Prior to Aspesi and Maldonado, Adrenalina tapped Ivan Sanchez and Victor Zeiris as vp, senior brand strategist and cd, respectively.<br clear="none" /> <br clear="none" /> <a href=" target="_blank">Adweek</a>