The Rethink agency is making creative
headcount a big priority for 2026.
The move is underscored by the promotion of Sean O’Connor to executive creative director and hiring Evan Schultz as executive creative
director. The agency is making its creative team comprise at least half the agency.
Both men are based in New York and report to Tara Lawall, Chief Creative Officer. The staff decision
follows a big year in New York, which reported a 50% uptick in revenue, thanks to brand work for PepsiCo USA, Ferrara Candy, Kayak and SmartLess Mobile.
Previously, Schultz was SVP at Le
Truc. Before that, he held creative director roles at Droga5, DDB, BBDO NY and Fig, producing award-winning work for Pizza Hut, Under Armour and Miller Lite. In addition, the content studio he
co-founded, Bad Ink Studios, is a popular independent comic company on TikTok and YouTube.
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’Connor is a 12-year Rethink vet, helping shape the agency’s Vancouver office for
most of that time. His work has been recognized with multiple Cannes Lions, D&AD Pencils, One Show Pencils and Clios. At Rethink, his creative portfolio spans Doritos, Brach's Seasonal, and Kraft
Heinz.
“Evan is one-of-one, in so many ways, a truly original, curious, creative person,” said Lawall. “He has an incredible track record, but just as importantly,
he’s a thoughtful leader. He cares deeply about delivering great work, but also the people making it.” She also called O'Connor “a brilliant creative and a great teacher. I
am so excited to expand his influence even further.
In addition, Rethink brought on eight more creatives across North America this past quarter. “Every time I saw an idea that made me
jealous, it always traced back here,” added Schultz.
(Photo L-R: Sean O'Connor, Tara Lawall and Evan Schultz)