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Rethink has announced the elevation of Tara Lawall to partner and chief creative officer, for Rethink New York. Tara joined the Rethink team last September as an executive creative director and will be reporting into Rethink’s global CCO, Aaron Starkman.  

As a veteran in the advertising industry, Tara held positions at a variety of agencies throughout her career, but most recently held the ECD title at Droga5. Prior to her time at Droga5, Tara honed her skills at highly reputable agencies including Anomaly, 72andSunny and Mother. 

“This promotion was a natural fit for Tara, whose creativity has truly shone through in recent months, and we’re thrilled to see her step into this leadership role,” said Aaron Starkman, global CCO of Rethink. “This addition to the New York leadership team comes at a time of significant growth across Rethink and we’re confident that Tara's creative vision will be instrumental in pushing boundaries and delivering exceptional client work.”

Over the past 25 years, Rethink has built a creative powerhouse agency in Canada, and with their New York doors opening in 2022, they’ve established their US presence and continue to define Rethink as a globally respected agency. 

"I’m thrilled to step into the CCO role at Rethink New York and build my dream agency with some of my favourite people,” said Tara. “I believe that the only way to compete at the top with daring ideas and exceptional craft, is to create an efficient, fun environment where people live full, healthy lives. There’s something special about the New York office right now – we have the right people and momentum, and I’m eager to bring my experiences and see what we can achieve together. 

Rethink’s NY office continues to build its creative bench with recent ACD hires Jon Krippahne and Patrick French, both from Droga5 and bolster its leadership with the recent hire of Rich Greco, as ECD, design, another Droga5 vet who spent the last two years at design hot shop JKR.  

Previous CCO Daniel Lobatón Morey is departing the agency for another opportunity.

“I wish Daniel nothing but success. He’s made a huge impact on Rethink NYC since his first day. He’s a tremendous talent and a tremendous person and I’ll be rooting for him at every step of his career going forward,” said Aaron.