Independent creative agency Rethink has appointed Jon Legere as its first-ever chief production officer. Based in New York City, Legere will oversee the agency’s production capabilities across North America, advancing Rethink’s vision to build a network of expert-led practices. He will report to Caleb Goodman, global chief operating officer and partner at Rethink.
In his new role, Legere will focus on expanding Rethink’s production capabilities across its practice areas including advertising, public relations and design. As the agency’s work continues to span formats, platforms, and scale, he will help ensure production is holistically embedded into its offering, making ambitious ideas easier to bring to life through integrated and flexible models. Legere’s appointment marks the beginning of a broader evolution of Rethink’s production offering, with further investments and expanded capabilities planned in the months ahead.
“Jon is one of the few people in North America who has successfully built high-quality production at scale within an independent organization and understands how it powers modern creativity across disciplines,” said Goodman. “Rethink is coming off a huge year of growth, and as we invest in our production offering, his leadership will help us expand what’s possible for our clients, our teams, and the work itself–without compromising the culture that makes Rethink special.”
Legere joins Rethink after spending 14 years at Anomaly, where he launched Unreasonable Studios, the agency’s independent production arm. There, he oversaw large-scale content systems and studio operations for brands and agencies, with a focus on modern workflows that blend storytelling, technology, and agile production infrastructure. Before that, he spent time at Rokkan (Razorfish), where he helped scale integrated production models supporting global campaigns across film, digital, and experiential. His work has been widely recognized by the industry, from Cannes Lions to the Emmy Awards.
“Rethink has built a reputation for making some of the most distinctive, effective work in the world,” said Legere. “The choice to come on board was simple–Rethink’s fierce independence and commitment to its culture and putting ideas first is rare, and that freedom is essential to the future of production. It will allow us to drive agility and speed without compromising output. I’m excited to build on that energy and help expand an already exceptional production department across North America.”
Outside of advertising, Legere is a mixed-media artist known for vibrant, chaotic collages, sculptures, and interactive installations inspired by his Bermuda upbringing. His work has been exhibited internationally including in Australia, London, Germany, Miami, Los Angeles, and New York.
Founded in Vancouver in 1999, Rethink has expanded its footprint with offices in New York, Toronto, Vancouver, and Montreal.
