Rethink Expands NY Office with 7 Key Hires

Image: Mindi Price, creative director; Hallie Cain, associate creative director; Mikaela Uricheck, strategy director; Victoria Neal, senior strategist; Jordy Francescangeli, account director

Not Pictured: Victoria Keenan, creative recruiter and Evan Schultz, executive creative director

​Rethink has welcomed seven new hires across its New York office, spanning creative, strategy, and account leadership. The additions reinforce the agency’s human-first approach to creativity as it expands its capabilities and takes on more ambitious assignments.

The growth comes on the heels of a breakout year for the New York office, which saw a 50% increase in revenue, and an expanded client roster including PepsiCo USA, Ferrara Candy, and SmartLess Mobile, and many more. As demand accelerates across categories, Rethink is continuing to scale thoughtfully, reinforcing its commitment as a multi-practice network built on creativity.

“At Rethink, talent and culture are inseparable. We’re intentional about both,” said Tara Lawall, chief creative officer and partner at Rethink New York. “It’s been a strong year for our office, and this group brings real craft, sharp thinking, and a genuine care for the work and each other. That’s the agency we’re continuing to build.”

“Our aim as an agency is to set the industry standard with work, values, and people who disrupt creative and strategic boundaries.” said Nicole Rajesky, partner and group strategy director at Rethink New York. “These hires add to our collection of the best talent and creative problem solvers out there.”

These hires build on the momentum of the 18 creative hires announced earlier this year and underscore the agency’s long-term commitment to building one of the strongest creative hubs in the North American market.

New hires include:

Evan Schultz, executive creative director

Evan joins Rethink NY as executive creative director after serving as SVP, ECD at Le Truc, where he led multidisciplinary teams across a global network. With prior creative leadership roles at DDB, BBDO NY, and FIG, Evan has crafted award-winning work for Pizza Hut, Under Armour, Miller Lite, ESPN, and Dunkin. Known for his sharp creative instincts and people-first leadership style, he brings both cultural ambition and craft excellence to Rethink’s growing New York hub. Outside the agency world, Evan also co-founded Bad Ink Studios, now the most-followed independent comic company on TikTok and YouTube.

Mindi Price, creative director

Mindi Price is a creative director at Rethink NY working across Kraft Heinz, Doritos, and other icons of the snack aisle. She comes from Arts & Letters, where she helped shape the Tito’s Handmade Vodka account, and before that she spent five years at Anomaly LA working on brands like Jimmy John’s, General Mills, and Uber Eats.

Hallie Cain, associate creative director

Hallie Cain joins Rethink NY as an associate creative director following a four-year stint at BBDO New York, where she worked across the agency’s portfolio, earning a handful of awards along the way. From Neutrogena to American Red Cross to M&M’s to WhatsApp to a slew of Bacardi brands, Hallie has concepted and copywritten for nearly every category in the business and will continue her work across Rethink’s diverse range of clients.

Mikaela Uricheck, strategy director

Mikaela Uricheck is an award-winning brand strategist known for reigniting iconic brands to drive measurable business growth. Trained as an ethnographer, she brings a disciplined and human-led approach to strategy. Prior to joining Rethink, Mikaela led strategy across major accounts at The Martin Agency, guiding global brand strategy, brand transformation, and cultural research for GEICO, Google, AB InBev, and Papa Johns.

Victoria Neal, senior strategist

Victoria Neal joins Rethink from BBH USA, where she gained extensive experience working with a diverse portfolio of brands, including Patrón, Google, JIF, Quest, Meow Mix, and Pup-Peroni. Her award-winning work has been highly praised and recognized, including being honoured as the One Show’s #3 Strategist in the United States in 2023.

Jordy Francescangeli, account director

Jordy Francescangeli joins Rethink NY after spending six years at Anomaly, where he worked on Bud Light USA, contributing to four Super Bowl campaigns and multiple national campaigns, along with a range of Topgolf work. Before moving to New York, he spent three years at Anomaly Toronto working with Bud Light Canada and Amazon Prime Video. He also previously worked at Sid Lee Toronto, where he contributed to campaigns for Netflix and AXE.

Victoria Keenan, creative recruiter (Not Pictured)

Victoria Keenan’s report cards always stated that while she was smart, she would rather socialise, so she decided to make a career out of socialisation. Before joining Rethink, she worked at both Johannes Leonardo and JOAN, helping to build teams across brands like Adidas, Volkswagen, Kraft, Instagram, eBay, and more. Victoria is thrilled to help expand the Creative Department and culture across both Rethink New York and Toronto, being the agency's first Creative Recruiter.