Rethink is boosting its creative leadership by naming longtime Sid Lee vet Jonathan Lavoie as creative director.
Lavoie is a creative talent recognized both locally and internationally, after collaborating with such brands as Burger King, Kruger, Sobeys, CN, Vidéotron, Air Transat, Loto-Québec, Belairdirect, Québec Tourisme and SAQ, among others. Initially trained in design, he’s earned prestigious awards like Cannes Lions, One Show, ADC, ADCC, Applied Arts and Fast Company’s World Changing Ideas.
After more than 17 years at Sid Lee, Lavoie is joining Rethink and will be tasked with helping to elevate the creative output of the shop’s local, national and international clients.
“This is one of Rethink’s biggest creative hires since we opened the Montréal office nine years ago,” says Xavier Blais, executive creative director at Rethink. “[Lavoie] joins our group of passionate Rethinkers, and will infuse us with his visual thinking, so we can continue to deliver projects with world-class finish and quality.”
Lavoie joins the agency’s creative leadership team, which already includes Nicolas Quintal, Xavier Blais, Geneviève Jannelle, Karine Doucet and David Roger. Mathieu Lacombe and Nicolas Labbé complete the group as associate creative directors.
Last fall, Rethink elevated Julian Morgan to head of strategy. In December, the agency also added to its senior leadership in Vancouver.
