Rethink, the independent creative agency recently named #1 Agency of the Year on Ad Age’s A-List, today announced it has achieved B Corp certification across its North American network, including offices in New York, Toronto, Montréal, and Vancouver.
Certified by B Lab, B Corp status is awarded to companies that meet rigorous standards of verified social and environmental performance, public transparency, and legal accountability.
Widely recognized for its creative excellence, Rethink is now receiving equal recognition for the values and practices that have long defined how it operates, raising the bar for what it means to be a modern agency.
“Creative accolades are milestones for our work, but they’re only one part of the story,” said Caleb Goodman, Global COO, Rethink. “B Corp certification reflects how we show up beyond the work: how we support our people, how we contribute to our communities, and how we hold ourselves accountable as a business. We believe the future of creativity is inseparable from responsibility, and this is about proving that – not just saying it.”
B Corp certification for Rethink’s application cycle required companies to complete a comprehensive assessment spanning more than 260 questions across five key pillars: governance, workers, community, environment, and customers. Rethink’s certification reflects a deeply embedded commitment to these principles across every level of the organization.
That commitment shows up in tangible ways:
- Sharing success: Rethink operates a profit-sharing model in which employees directly benefit from the agency’s performance. For the past 15-years, every employee has received an annual bonus.
- Building diverse leadership: 55% of Rethink’s managers are women, and 24% of Director+ identify as BIPOC, supported by a dedicated DEI manager and internal committee.
- Embedding accountability: Social and environmental expectations are built into manager roles and performance reviews, with impact KPIs reviewed annually at the Board level.
Rethink’s B Corp certification formalizes its longstanding vision “to change the industry for the better by setting a standard,” proving that great work and good business are not mutually exclusive. With this milestone, the agency joins a global community of companies using business as a force for good, while continuing to set the standard for what the industry can – and should – be.
“At a time when many companies are hesitant to speak about sustainability due to political or economic pressures, we believe investing in our people, communities, and planet leads to a more resilient and prosperous future,” Goodman added.
