Maxine Thomas joins Rethink

The former Taxi VP joins the agency as head of strategy based out of Toronto.

Rethink has named Maxine Thomas partner and head of strategy. The former VP and executive strategic director at Taxi Canada has 20 years of experience in the ad business with brands such as Canadian Tire, WestJet, Viagra, McCain and Telus.

“Fit is everything,” says Tom Shepansky, founding partner at Rethink. “[Thomas] blends critical thinking skills with common sense and good judgement. We really value insightful people who have the ability to think critically.”  He said the close working relationship Thomas enjoyed with Caleb Goodman, Rethink’s managing director in Toronto while the two were at Taxi, helped seal the deal.

Shepansky says the “faster moving consumer brands” Thomas worked on at Taxi match up well with the client roster at Rethink, which includes A&W and Shaw. “Telus is probably the longest running ad [campaign] in Canada. And anything that stands the test of time proves you’ve done something right,” he says. Thomas will work initially on Rethink clients Molson and Rickard’s.

“We’re thrilled to have Maxine join Rethink,” said Rethink founder and CD Chris Staples in a statement. “Having Maxine join Rethink as a partner is a representation of the important role she will play within the agency today and in the future.”

Thomas will be based at Rethink’s Toronto office, alongside partners Aaron Starkman, Dré Labre, Chris Booth and Goodman.

Founded in 1999, Rethink employs around 80 people at offices in Toronto and Vancouver. Shepansky says Rethink is also seeking a digital strategist for its Vancouver office, and that Thomas will work closely with the entire digital strategy team.