Independent creative agency Rethink has appointed Caroline Grayson as managing director based in its New York office, a newly created leadership role that reflects the shop’s continued growth and momentum in the U.S. market.
Reporting to Caleb Goodman, global COO and partner at Rethink, Grayson will oversee the strategic and operational growth of Rethink New York, with a focus on strengthening client partnerships, including Meta, Kraft Heinz, and Molson Coors Brewing Company. She will also focus on fostering talent and creating the conditions for the agency’s creative ambitions to thrive.
“Caroline is exactly the kind of leader we were looking for as we take Rethink to the next level,” said Goodman. “Since opening our New York office, we’ve built incredible momentum, growing both our team and the caliber of work we’re doing. Caroline brings the experience and collaborative approach that will help us deepen client partnerships, continue attracting exceptional talent, and shape the next chapter of our growth.”
Grayson joins Rethink from VCCP US, where she served as managing director. During her tenure, she led the agency through a period of significant growth and expansion across North America. Prior to VCCP, she spent five years at 72andSunny as group brand director, leading teams for brands including Comcast, Spotify, Smirnoff, and Etsy. Earlier in her career, Grayson worked at adam&eveDDB London, where she helped lead the John Lewis account, contributing to celebrated work.
“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,” said Grayson. “Creative integrity is a guiding light here–you can see it in the work, but you also hear it from the people. Independence gives Rethink the freedom to put people first, allowing for creative ideas to thrive, and I’m excited to bring my experience leading global brands to help ambitious ideas happen at scale. I’m equally excited to continue to build and mentor a team that prioritizes building an environment where creativity can shine.”
