In what it described as one of the “biggest creative hires” in the nine-year history of its Montreal office, Rethink has named former Sid Lee creative director Jonathan Lavoie as its new CD.
Hailing from a design background, Lavoie’s resume includes work for high-profile brands including Burger King, Kruger, Sobeys, CN, Vidéotron and Air Transat. He has also won multiple awards from shows including the Cannes Lions, One Show, ADCC and Applied Arts.
One of the projects he was involved in, “Build the Vote,” an effort to recruit youth voters using the popular videogame Minecraft, was included in Fast Company’s “World Changing Ideas Awards.”
Lavoie has spent the bulk of his career at Sid Lee, including more than a decade as senior art director, followed by a seven-year stint as CD that began in 2017.
In a release, Rethink’s executive creative director Xavier Blais said that Lavoie will “infuse us with his visual thinking, so we can continue to deliver projects with world-class finish and quality. This hire strengthens our commitment to showcasing how our local talent in Quebec can grab attention around the world and enable us to collaborate with the most iconic brands from here and abroad.”
“I’m very excited to be joining a team of people bursting with brilliance and creativity, and who are not afraid to always go that little bit further in developing the creative product,” said Lavoie. “I can’t think of a better place than Rethink to start this brand new chapter in my career. I’m confident that we’re going to accomplish projects that live up to our clients’ aspirations and to the magnitude of our ambitions.”
In addition to Blais and Lavoie, Rethink Montreal’s creative leadership team is rounded out by Nicolas Quintal, Geneviève Jannelle, and Karine Doucet. Mathieu Lacombe and Nicolas Labbé complete the group as ACDs.
