Independent creative powerhouse Rethink has added a major strategic mind to its ranks with the appointment of Mauricio Barreda as Group Strategy Director.
In this newly created role, Barreda will work across a diverse client roster that includes WestJet, Destination Canada, and Dayforce, driving bold, insight-led creative platforms from the agency’s Los Angeles outpost.
“Mauricio is a true catalyst for creativity,” said Sean McDonald, Global Chief Strategy Officer at Rethink. “His ability to mine cultural insights and translate them into brave, memorable campaigns aligns perfectly with Rethink’s mission to redefine what’s possible in advertising. We’re thrilled to welcome him to the team.”
Barreda brings with him a strong track record of award-winning work for global brands like Amazon Prime, Under Armour, Sonic Drive-In, Nissan, and Cox Communications. Most recently, he served as Lead Strategist at Mother, and has previously held strategy roles at 180LA, TBWA\Chiat\Day, and Grey. His work has been recognized by top international shows, including Cannes Lions and D&AD, and he’s been named one of the top strategists in the U.S. by The One Show.
“Today’s most powerful brands aren’t just reacting to culture—they’re actively shaping it,” said Barreda. “That’s why I’m so energized to join Rethink. The agency has a relentless commitment to creativity that gets noticed and moves people. I’m excited to push boundaries and help build ideas that truly impact culture.”
Barreda’s appointment signals Rethink’s continued expansion and ambition in the U.S. market, as the agency builds on its reputation as a global creative force.
Reel 360 News wishes Mauricio the best of luck at Rethink.
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