• by Fern Siegel , Yesterday

Caroline Grayson has joined Rethink as managing director based in New York.

The post, a new role in the agency, reflects ongoing growth in the U.S. Grayson reports to Global COO Caleb Goodman.

Her remit is handling the strategic and operational growth of Rethink New York. Clients she oversees include Meta, Kraft Heinz and Molson Coors. Grayson will also focus on fostering talent.

“Caroline is exactly the kind of leader we were looking for as we take Rethink to the next level,” said Goodman. “She brings the experience and collaborative approach that will help us deepen client partnerships and shape the next chapter of our growth.” 

Previously, Grayson was managing director, VCCP US, leading expansion across North America. Prior to VCCP, she spent five years at 72andSunny as group brand director, leading teams for Comcast, Spotify, Smirnoff and Etsy.

Earlier, Grayson worked at adam&eveDDB London, where she helped lead the John Lewis account. As part of that endeavor, she was named one of Campaign UK’s “Faces to Watch” at 26.

“Rethink has built a reputation that’s impossible to ignore, and a big part of that comes down to how clearly the agency lives its values,” said Grayson. “Creative integrity is a guiding light here — you can see it in the work, but you also hear it from the people. Independence gives Rethink the freedom to put people first, allowing for creative ideas to thrive.”

Founded in Vancouver in 1999, the agency has offices in New York, Toronto and Montreal.