Design pioneer, Gretel alumni, appointed head of fresh creative unit by Rethink.
Rethink, an independent advertising agency, has taken a significant step forward in the realm of design by launching a new practice dedicated to integrating brand strategy, creativity, and visual design. This move marks a shift in the agency's approach, positioning design as a peer discipline alongside advertising, rather than a subsidiary.
Spearheading this new venture is Sean McDonald, who stated, "Design is no longer a subsidiary of advertising. It is a peer of advertising." This strategic decision aims to leverage Rethink's existing advertising client relationships while concentrating deeply on design outputs.
The design practice will span across Rethink's North American offices in New York, Vancouver, Toronto, and Montreal. Larissa Marquez, who has joined Rethink as the managing director of the new design group, will lead the charge. Marquez emphasized the importance of setting a high standard from the outset, with the aim of creating strategic and visually driven brand identities that meet contemporary needs beyond traditional advertising.
The structure of the new practice also provides design leaders like Greco and Bakker with a more defined leadership role on client accounts. Rethink Design's teams include a mix of junior and senior talent across North America, with the agency "very deliberately looking to hire talent at the junior end."
Notable design veterans such as Rich Greco, previously a design leader at JKR and Droga5, Hans Thiessen, and Alex Bakker, longtime Rethink execs, are also part of the leadership team. Tara Lawall has been elevated to Partner and Chief Creative Officer at Rethink New York.
Rethink Design's services extend to brand strategy, visual identity, packaging, and design systems. The agency's focus for the first year will be on integrating with the broader Rethink team, creating quality work, and growing momentum with clients.
Rethink has a history of award-winning design work for clients such as Kraft Heinz, Molson Coors, and KitKat. With the launch of Rethink Design, the agency aims to further solidify its position as a leader in the industry, treating design as a standalone discipline rather than a support function.
Sources: [1] Ad Age. (2022). Rethink Launches Design Practice, Elevating Design to Peer Status. [online] Available at: https://adage.com/article/agency-news/rethink-launches-design-practice-elevating-design-peer-status/2264536
[2] Campaign Live. (2022). Rethink launches design practice to 'elevate' discipline. [online] Available at: https://www.campaignlive.co.uk/article/rethink-launches-design-practice-elevate-discipline/1795451
The new design practice at Rethink, led by Larissa Marquez, aims to create strategic and visually driven brand identities that meet contemporary needs, not just in traditional advertising, but also in the realms of finance, business, and even emerging sectors like defi and gold. Rethink Design's focus for the first year is on integrating with the broader Rethink team, creating quality work, and growing momentum with clients, with the ultimate goal of treating design as a standalone discipline and further solidifying its position as a leader in the industry.
