Rethink Hires Jonathan Lavoie as Creative Director for Montreal Office

Rethink reinforces its creative leadership team with the appointment of Jonathan Lavoie as creative director. 

Jonathan is a creative talent recognised both locally and internationally, after collaborating with brands such as Burger King, Kruger, Sobeys, CN, Vidéotron, Air Transat, Loto-Québec, belairdirect, Québec Tourisme, SAQ, Protect Our Winters Canada, and many more. Initially trained in design, his artistic eye, creative effectiveness, and strategic vision have earned him some of the industry’s most prestigious awards, including Cannes Lions, One Show, ADC, ADCC, Applied Arts, and Fast Company’s World Changing Ideas, to name a few. After more than 17 years at Sid Lee, Jonathan joins Rethink and brings with him a wealth of experience after working on numerous high-profile projects. He will help to elevate the creative output of Rethink’s local, national, and international clients.

“This is one of Rethink’s biggest creative hires since we opened the Montréal office nine years ago,” says Xavier Blais, executive creative director at Rethink. “Jonathan joins our group of passionate Rethinkers, and 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 Québec 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,” points out Jonathan. “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.”

Jonathan joins the agency’s creative leadership team, which already includes Nicolas Quintal, Xavier Blais, Geneviève Jannelle, and Karine Doucet. Mathieu Lacombe and Nicolas Labbé complete the group as associate creative directors.