• by Fern Siegel , March 25, 2025

Mauricio Barreda has joined Rethink as group strategy director.

Based in Los Angeles, he is charged with developing creative strategy for various clients, including WestJet, Destination Canada and Dayforce.

Previously, Barreda was a lead strategist at Mother. In his career, he has devised creative strategies for Sonic Drive-In, Cox Communications, Amazon Prime, Under Armour and Nissan.

“Mauricio is a true catalyst for creativity. His ability to turn insights into great creative has led to some very memorable campaigns in recent years,” said Sean McDonald, Rethink’s Global Chief Strategy Officer.

Before Mother, he worked at 180LA, TBWA, and Grey in strategy roles. He was ranked as a top strategist in the U.S b.y The One Show.

“Today’s most impactful brands don’t just react to culture — they actively shape it. That’s what excites me about joining Rethink: Its commitment to creativity that makes brands impossible to ignore,” said Barreda.

Founded in Vancouver in 1999, Rethink has offices in New York, Toronto, Vancouver and Montreal. In 2024, Rethink was named Cannes Lions Independent Agency and Network of the Year.

The agency counts Kraft Heinz, Molson Coors and IKEA among its brand work.