Rethink has named Caroline Grayson its first managing director of New York, creating a new leadership role as the independent agency continues to expand its U.S. presence.
Grayson will report to Caleb Goodman, global COO and partner at Rethink, and oversee the New York office’s strategic and operational growth.
Her responsibilities will include deepening relationships with clients such as Meta, Kraft Heinz and Molson Coors Brewing Company, while also helping develop talent and support the agency’s creative ambitions.
“Caroline is exactly the kind of leader we were looking for as we take Rethink to the next level,” Goodman said. “Since opening our New York office, we’ve built incredible momentum, growing both our team and the caliber of work we’re doing.”
Grayson joins Rethink from VCCP US, where she served as managing director and helped lead the agency through growth across North America. During her tenure, VCCP was named Adweek’s International Agency of the Year in 2025.
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Before VCCP, Grayson spent five years at 72andSunny as group brand director, leading teams for brands including Comcast, Spotify, Smirnoff and Etsy.
Earlier in her career, she worked at adam&eveDDB London, where she helped lead the John Lewis account and contributed to some of the agency’s most recognized work. She was also named one of Campaign UK’s “Faces to Watch” at age 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,” Grayson said.
She pointed to the agency’s independence and creative culture as key reasons for making the move.
“Independence gives Rethink the freedom to put people first, allowing for creative ideas to thrive,” she said.
Grayson added that she plans to use her experience with global brands to help scale ambitious ideas while continuing to build a team and culture where creativity can flourish.
She begins the role immediately. Reel 360 News wishes Carolyn the best of luck at Rethink.
