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Rethink New York Marks Year of Growth with Promotion of Second Ever Employee

10/04/2024
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Kate Naylor joined the agency shortly after CCO Daniel Lobaton launched it, and has recently been promoted to head of client services. She speaks to 天美棋牌鈥檚 Addison Capper
Little Black Book can exclusively reveal that Rethink New York is promoting Kate Naylor to head of client services, effective immediately. 

Kate joined Rethink in January 2023, as the second employee in the New York office, . Over the past year, she鈥檚 played a major role in growing the New York outpost of the highly awarded Canadian-founded agency - there are now 30 local Rethinkers in New York. 

鈥淚 was the second Rethinker in New York, so the real highlight has been starting a brand new team in a new market,鈥 Kate tells us. 鈥淚t鈥檚 a unique opportunity to extend the Rethink footprint in a new country. We now have every department represented, and there鈥檚 an energy and buzz in the office because everyone shares the same excitement for building the agency together.

鈥淚 love working with Daniel,鈥 she adds. 鈥淲e鈥檝e grown to become so comfortable with each other and have tremendous trust and mutual respect, which leads to good work. I love how much he pushes the work; he鈥檚 also one of the most strategic creative leaders I鈥檝e worked with.鈥

Over the course of the last year, Kate says the team have felt fortunate to have a lot of conversations come their way thanks to Rethink鈥檚 reputation. That said, picking up the account for sound and music library platform Epidemic Sound felt like somewhat of a turning point because, says Kate, 鈥淚t felt like we really had something of our own in New York that we could nurture and grow.鈥

That account led to Rethink New York鈥檚 recent 鈥樷 campaign, which suggests that life is full of the kinds of visceral and specific feelings that just don鈥檛 fit into a digital search bar. So, they identified hundreds of specific feelings in New York, LA and London, and scored each one with the perfect track from Epidemic鈥檚 library. It marked the brand鈥檚 first campaign under its new tagline, 鈥楩eel It, Find It鈥, which aims to encourage creators to supercharge the emotional depth of their content by finding the perfect soundtrack on the Epidemic platform.


鈥淚鈥檒l also say that the pitching process at Rethink has been smoother and better than anything I鈥檝e experienced,鈥 says Kate. 鈥淲e found our groove really quickly in our pitch teams. We鈥檝e been able to simply lean into one another鈥檚 talents and strengths, and everyone鈥檚 able to find their role. I think that chemistry has come through in the pitch room where the clients could see and feel it too.鈥

With this new role, Kate and the wider Rethink team are guiding their focus on four key things. 

First up is finding their interpretation of the best talent in the industry and continue building a team of exceptional people. Diversity is really important to Kate - be it in experiences or backgrounds. 鈥淭he cool thing about this stage of team building,鈥 says Kate, 鈥渋s that as we grow, we鈥檙e able to find one incredible person at a time who gets Rethink and is really excited about what we鈥檙e doing.鈥

Kate will also be ensuring that Rethink New York鈥檚 account management team is thriving. Her plan for doing this is making them feel like they're at the 鈥榟eart of the agency鈥. 鈥淲e want everyone who joins Rethink to feel like they鈥檙e doing the best work of their careers and to feel mentored and supported,鈥 she adds.

Next up - unsurprisingly so considering Kate鈥檚 job title - is the clients. Because every client that Rethink New York works with is new, the team is taking a lot of time to nurture and build each relationship. 鈥淥ur goal is to be really good client partners - we want to be trusted, strategic, empathetic partners who help with business and marketing goals.鈥

Finally, Kate is laser focused on Rethink鈥檚 core values, which have driven the agency from its birth in Canada in 1999 to become one of the world鈥檚 most awarded in recent years. 鈥淭he values of making sure we are people first, that we lead with respect, that we鈥檙e relentless 鈥 that鈥檚 what sets us apart from a lot of agencies in New York and we鈥檙e going to protect those.鈥

鈥淜ate is the embodiment of Rethink values,鈥 concludes Caleb Goodman, global COO of Rethink. 鈥淪he leads with empathy and respect for everyone on the team. She is relentless in her pursuit to solve problems so that we can aim for the highest standard in client relationship and creative output.鈥

Credits
Work from Rethink New York
Smack for HEINZ
Kraft Heinz
29/03/2024
Lemons
Epidemic Sound
28/03/2024
Parents
Epidemic Sound
28/03/2024
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