""I try to foster an environment of optimism," says global chief creative officer and partner, Aaron Starkman. You only need to look at his LinkedIn bio to understand his stance: 'We will not sell Rethink,' it boldly spells out, in all caps. "I want a young, creative person to know if they have a crazy idea, it's probably going to happen, as long as it's right for the brand.""
"Specifically, Starkman is blunt about WPP and its "strategy" for creativity in the age of AI, which appears, to him, to be a doubling down on the third P of the people, product, profit equation, focusing solely on profit. "It's not about the people and not about the product," he says, pointing to the hiring of Microsoft's Cindy Rose as chief executive, with her background in AI and technology rather than creative advertising."
""Clients that come here, and that have come here in the last many years, want the thing we do," he continues. "There's never a situation where we're trying to sell anything. They came to Rethink to do work that makes noise in culture, that is talked about in the mainstream press, and it exceeds the media buy in terms of earned impressions. We have this environment where it seems like anything is possible.""
Rethink is a fiercely independent Canadian-founded creative collective that has maintained ownership and refused acquisition for decades. Aaron Starkman, global chief creative officer and partner, cultivates optimism and openly asserts the company's refusal to sell. Starkman critiques large holding companies that prioritize profit and AI-driven leadership over creative people and product. Rethink's autonomy is credited with enabling deep client relationships and producing culturally resonant work that generates earned impressions beyond media buys. The agency encourages young creatives to pursue bold ideas when they suit the brand. Ambitious, audacious goals have driven Rethink's growth and industry recognition.
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