Rethink expands globally.

Blog / December 7, 2021

After being recognized as the best creative agency in Canada three years running and the 2021 AdAge Creative Agency of the Year, Rethink is bringing its momentum to New York City. The expansion comes in response to significant demand, as the agency continues to grow with existing clients and new opportunities in the United States and beyond with Molson-Coors, Kraft-Heinz, TAZO and RXBar. 

Rethink has a unique structure, led by 21 partners across the agency and a share structure that ensures the agency will never sell and always stay independent. Managing Partners Caleb Goodman (Chief Operating Officer), Sean McDonald (Chief Strategy Officer), and Aaron Starkman (Chief Creative Officer) will oversee the US expansion.

“Rethink is a one word business model. We’re born of the idea that there’s a better way we can do things, and want to bring that ethos to the media capital of the world. We look forward to continuing to pursue the brands and people we believe in and continuing to do the best work of our careers with them,” said Sean McDonald, Managing Partner and Chief Strategy Officer. 

Rethink employed a “long hallway” approach long before COVID-19 pushed agencies to adapt. Throughout our history, people have been deployed across the agency for all client opportunities. With this approach in mind, Rethink adapted quickly to COVID-19 and has grown 45% in the past 12 months while seeing its highest award output in 2021. 

“Our focus on our values and relationships is what is responsible for our success. We’ve never collaborated better than we do right now, inside the agency and with our clients,” said Aaron Starkman, Managing Partner and Chief Creative Officer. “That’s been a big adjustment for some agencies lately, but it’s only accelerated us. We’ve come to learn that with the right relationships, you can do work anywhere.” 


Approximately 50 people at the agency are working on global business, and Rethink is hiring across departments and all its offices, including in New York, with new hires to be shared in the new year. 

“At launch, Aaron, Sean and myself will be spending a significant amount of time in New York. Rethink has always done well by launching new offices with existing Rethinkers,” says Caleb Goodman, Managing Partner and Chief Operations Officer. “We’re on the lookout for people that can help us grow and deliver against opportunities in the United States, Canada and beyond.” 

Rethink’s New York office is in Chelsea at 275 7th Avenue, and puts them in the company of its partners at Dawn Marketing. Dawn is a network of independent agencies, driven to embody the creativity and relationship focus of independent agencies, while infusing it with the integration and data capabilities of a network. 

“Rethink is one of the most talented and creatively celebrated agencies in the world. We are proud to support their continued global expansion.” Said Bob Kantor, CEO of Dawn.