Rethink, the most awarded, leading independent creative agency, has announced that Mauricio Barreda has joined as Group Strategy Director.
In this newly created role, Barreda, who is located in LA will be responsible for developing creative strategy across clients including WestJet, Destination Canada and Dayforce, among others.
“Mauricio is a true catalyst for creativity. His ability to turn insights into great creative has led to some very memorable campaigns in recent years,” said Sean McDonald, Rethink’s Global Chief Strategy Officer. “At Rethink, we thrive on bold thinking, and Mauricio’s approach to strategy aligns with our mission to set the standard for what’s possible in advertising. We couldn’t be more excited to have him on board.”
Barreda has extensive experience developing groundbreaking creative strategies for brands such as Sonic Drive-In, Cox Communications, Amazon Prime, Under Armour, Nissan, and more. Prior to joining Rethink, he was a Lead Strategist at Mother.
Before that, he held strategy roles at 180LA, TBWA, and Grey. Over the years, his work has garnered recognition from the Cannes Lions to D&AD. He was also ranked as a top strategist in the US by The One Show.
“Today’s most impactful brands don’t just react to culture – they actively shape it. That’s what excites me about joining Rethink: their commitment to creativity that makes brands impossible to ignore,” said Barreda. “I’m excited to join the team and push the boundaries of strategic thinking to drive real impact for our clients.”
ABOUT RETHINK
Rethink is one of the world’s leading independent creative agencies that relentlessly pursues work the world talks about. Founded in Vancouver in 1999, Rethink has expanded its footprint with offices in New York, Toronto, Vancouver, and Montreal. Rethink is fiercely independent and owner-operated.
Known for its creativity and effectiveness, Rethink has been named Independent Agency of the Year at nearly every major international award show, including Cannes Lions, The One Show, The Clios, London International Awards, and The ANDYs. In 2024, Rethink was honored as Cannes Lions Independent Agency and Network of the Year, and holds the #1 spot on WARC’s Global Independent Agency ranking and The Drum World Creative Rankings.
Celebrating its 25th anniversary in 2024, Rethink has evolved from a local creative shop into a global force, partnering with industry leaders like Kraft Heinz, Molson Coors, and IKEA. As an independent agency, Rethink is able to put people ahead of profit, hire relentless Rethinkers, and partner with clients who share its vision of creating career-defining work. Visit rethinkideas.com to learn more.
