Rethink Hired Dustin Tomes as Creative Chief
Dustin Tomes joined the agency in a new leadership role, while Mike Dubrick received a promotion.
Updated on Sept. 23, 2026 in People
Rethink has appointed Dustin Tomes as Chief Creative Officer. Tomes will work alongside North American CCO Mike Dubrick to manage the agency's Canadian and global accounts.
Why it matters
The leadership changes allow the agency to streamline creative strategy across its North American footprint. This move integrates Tomes' industry experience into the agency's existing client management structure.
Rethink maintains four office locations across New York, Toronto, Vancouver, and Montreal. The agency's current client list includes major brands such as Kraft Heinz, Molson Coors, and IKEA.
The players
Dustin Tomes
He is the newly appointed Chief Creative Officer at Rethink who formerly held the same title at TBWA\Chiat\Day New York.
Mike Dubrick
He serves as the North American Chief Creative Officer at Rethink and oversees the company's creative direction.
Tara Lawall
She is the Chief Creative Officer responsible for overseeing the creative operations of the Rethink New York office.
Rethink
This is a creative agency that maintains operational offices in Toronto, Vancouver, New York, and Montreal.
The details
Tomes joins the agency from his previous role as CCO at TBWA\Chiat\Day New York. In his new capacity, he will report to Mike Dubrick while collaborating with teams in Toronto and Vancouver, while Tara Lawall continues to lead the New York portfolio.
Timeline
September 23, 2026: The executive appointments were formally announced.
Market Landscape
This reorganization follows a pattern set by common agency leadership reshuffling cycles. It positions Rethink to better compete for international client accounts by consolidating its creative management.
Current clients of the agency will likely experience changes in creative oversight as roles shift. These organizational moves are internal and should not impact retail pricing or product availability for consumers.
The takeaway
Agencies frequently reorganize leadership teams to align creative expertise with global account demands. Readers can observe these shifts as indicators of which firms are prioritizing new talent to secure high-profile partnerships.
Further reading
For more on industry leadership changes, visit the People section.
Source note: This article includes information reported by MediaPost.
