Rethink hires Daniel Lobatón as Chief Creative Officer, New York.

Rethink has hired Daniel Lobatón as Partner, CCO for its New York office.

Together with managing partners Caleb Goodman, Sean McDonald and Aaron Starkman, Daniel will lead all of Rethink’s New York business, and continue to build the office and team.

Rethink announced the expansion to New York last year — an addition to the “long-hallway” that currently connects Vancouver, Toronto, and Montréal. This New York presence gives Rethink the opportunity to continue to build its portfolio of global clients and brands. 

Lobatón joins Rethink after five years at Saatchi & Saatchi New York, and in the role of CCO for the past two. Born and raised in Lima, Peru, Lobatón’s career has spanned continents and industries— best known for his work on Tide including, “It’s a Tide Ad,” “Jason Alexander Hoodie,” and “Cold Callers, “the viral TikTok hit “Go For the Handful” for Goldfish crackers, and the TiKTok “You Have to See It” campaign. 

“I’ve been an admirer of Daniel and what he’s been doing in the CPG space for years,” said Aaron Starkman, Global COO. “He makes work that actually resonates with people, and from the moment we started talking about the role, I could tell Daniel was a creative kindred spirit. He also comes with a well-rounded point of view honed by his global and US experience. We can’t wait to get started.” 

“Truthfully I’m geeking out about joining Rethink, because I’ve been a fan for so long,” said Lobatón. “Every time someone asks me about great creative work out there, I ask if they’ve seen what Rethink is doing with Heinz.” 

“The more I learned about the agency, the more I appreciated Rethink’s obsession with culture. There’s massive pride in independence and in the quality of the work, which is a huge reason for the agency’s momentum. I’m excited to bring that strong culture to New York and help shape the energy of the team in a different market. It’s an exciting challenge.”