Mike Dubrick and Xavier Blais lead a host of new promotions at Rethink, part of an overall restructuring of the agency across multiple disciplines following another year of growth.

Dubrick, who was promoted to ECD in Toronto in 2020, has now been promoted into the role of CCO of Toronto. Blais, meanwhile, has been promoted to ECD in Montreal. Both remain partners at the agency, and are joined by five new ones: Falguni Patel, director of employee experience; Julian Morgan, group strategy director; and Zachary Bautista, Caroline Friesen and Robbie Percy, all creative directors.

“Our new partners embody Rethink’s culture and values,” says Caleb Goodman, partner and COO at the agency. “They each contribute a unique and valuable perspective as we pursue our goals and vision.”

In addition to these changes, the agency is also restructuring its management teams. Rather than being governed by its partners alone, Rethink is creating management teams within each of its individual offices, consisting of eight positions overseeing its core disciplines: account management, strategy, creative, design, production, PR, people and traffic.

The shifts are intended to recognize the agency’s new scale – its headcount has grown to 320 employees and it recently opened a New York office – and create new opportunities for emerging leaders on the team.

“As Rethink continues to grow and evolve, we realized that the partnership structure was limiting, and didn’t appropriately recognize all of the emerging leaders in our agency,” explains Goodman. “By introducing management teams, we ensure that there’s representation and leadership from each department in each office, all in service of ensuring our Rethink processes and ways of working function harmoniously.”

In addition to these overarching management teams, Rethink is adding new tiers within each of its disciplines and promoting existing employees into those positions.

Those promotions include Loretta Lau and Michelle Spivak, who have been named group creative directors and will be tasked with managing the creative teams across all brands. The account management department is being structured similarly: Amanda Dornan, Amy Greenspoon, Melissa Tobenstein, Sarah Riedlinger, Mitch McKamey and Adam Ball have all been named group business leads.

Earlier this year, Morgan was among the three group strategy directors appointed to lead the practice in Toronto, along with Crystal Sales and Nicole Rajesky. Shereen Ladha has also been named a group strategy director. Becky Rudson, meanwhile, will tackle the newly created role of business development lead.

In addition to those senior promotions, Skye Deluz has been named CD in Toronto, Evan Kane and Jake Gauthier are now ACDs in Vancouver, and Victor Brunton has been promoted to account director in Montreal.