Canadian independent agency Rethink has hired Daniel Lobatón, the Saatchi New York Chief Creative Officer behind award-winning campaigns such as “It’s a Tide Ad,” to be its new chief creative officer based in New York.
Lobatón will start his new role in January, and will work alongside Rethink Chief Operating Officer Caleb Goodman, who will relocate from Canada to New York. The pair will oversee the growth of Rethink’s U.S. clients, and continue to build the team and office in Manhattan's Chelsea neighborhood, which it opened in late 2021 in response to more demand from U.S. clients such as Kraft Heinz and Molson Coors.
Lobatón has been at Saatchi & Saatchi New York for five years, and in the role of chief creative officer for the past two. The Peruvian native was featured as an Ad Age Creative You Need to Know back in 2018 and his work was recently featured by Ad Age as part of Hispanic Heritage Month.
“I’ve been an admirer of Daniel and what he’s been doing in the CPG space for years,” said Aaron Starkman, global chief creative officer and partner at Rethink. “He makes work that actually resonates with people, and from the moment we started talking about the role, I could tell Daniel was a creative kindred spirit. He also comes with a well-rounded point of view honed by his global and U.S. experience. We can't wait to get started.”
"Hiring someone as incredible as Daniel simply makes us better," he added. "He's bringing really fresh thinking in the broadcast space. When people describe his work, they start the sentence with: "did you see the spot where...?" There is talk value in everything he does."