Rethink (Canada)

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Rethink is one the largest remaining independent advertising and design agencies in Canada, with offices in Vancouver, Toronto and, from 2015, Montreal. It was launched in 1999 in Vancouver by three senior staffers from the former Palmer Jarvis agency, who jumped ship to open their own business shortly after their employer was acquired by DDB. The Toronto office opened in 2010. Rethink has retained a reputation as one of the country's top creative agencies ever since, although its clients tend to be Canadian businesses rather than multinational accounts. The agency is perhaps best-known for its work for local brewing giant Molson, especially a series of ads featuring the iconic Molson Canadian red fridge, offering a free beer to anyone who says "I Am Canadian" in any one of six languages. Rethink regularly features among the leaders in local rankings of the most creative agencies. It is still led by founders Chris Staples and Ian Grais (managing creative partners) and Tom Shepansky (managing administrative partner), and jointly owned by them and a team of 12 other partners. Adbrands does not currently offer a business profile for Rethink but subscribers may access account assignments and contact information for the agency. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Capsule checked 30th May 2019

Which clients does Rethink handle? Find out more from the Adbrands Account Assignments database

Who are the competitors of Rethink? See ranking of Canada's Leading Advertising Agencies

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Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Recent stories from Adbrands Update:

Adbrands Daily Update 20th Apr 2019: "Stuff Monster". Ikea buffs up its sustainable credentials with this heart-warming campaign in Canada from local indie Rethink. Yes, that's right: there's only one Ikea product being explicitly promoted here; the humble $1 Frakta bag. But those other items look familiar as well, don't they. Actually, the ad underpins an admirable recycling initiative. Earlier this year, the retailer launched a unique sell-back program nationally across Canada whereby customers can return their existing used Ikea furniture (in good condition of course) in exchange for store credit on new purchases. The used products are sold in-store at heavily discounted prices. It's a bold and - in its own small way - even a revolutionary concept. The ad of course - as you'd expect from such an accomplished marketer - is delightful too.

Adbrands Social Media 15th Apr 2019: "True Love". There's both sweet and sad in this lovely campaign for Heinz Ketchup in Canada from Toronto independent Rethink. That's the trouble with anthropomorphic food: it's a bad idea to get too attached to any particular edible, because it won't be too long before it gets sliced or diced. Still, if you're gonna go, there are worse ways than being smothered in Heinz Tomato Ketchup...

Adbrands Social Media 27th Nov 2018: "Magic Man". Ikea takes a rather more low-key approach to the Christmas holidays in its new campaign from indie agency Rethink. It's a charming little film, offering unexpected restraint in its holiday message. You could buy both the ad's featured items - the coffee table and the star - and still get change from $100. The idea, we guess, is to win over the audience with general good feeling not an explicit sales pitch. An interesting sidenote is the decision to focus on would appear to be an ethnically East Asian family. That's great, and not something you see very often in general market ads from most other Western economies, compared to black or mixed race families. Yet as anyone who's visited, for example, Vancouver or Toronto may have observed, Chinese and other people originating from East Asia make up the largest ethnic sub-group by far in most Canadian cities. It's one of things that adds to the country's attractive cosmopolitan character.

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