Rethink Leaders to Launch a New Shop With No Fixed Address, Inc

Three Rethink employees are launching a new agency. The caveat? It'll be part of No Fixed Address, Inc., one of Rethink's competitors in the Canadian market. No Fixed Address, Inc. holds agencies including Mischief @ No Fixed Address and others that carry its name, including creative agency No Fixed Address, No Fixed Address Health, No Fixed Address Media and more. Dhaval Bhatt, Joel Holtby and Niki Sahni, previously of Rethink, will collaborate with No Fixed Address, Inc. co-founders Dave Lafond and Serge Rancourt to launch the new agency. "The NFA, Inc. solar system continues to expand and we're so, so excited to grow our constellation of brands with incredible talent in Dhaval, Niki and Joel. It's always going to be about the people and we're lucky to have some of the very best in our universe," Lafond told Adweek. Bhatt had been a partner and creative director at Rethink since 2018; Holtby had been with Rethink for nearly 10 years, most recently as a partner, creative director and head of art; Sahni joined Rethink in 2019 and served as the agency's group account director. Leading Canadian agencies collide “The rumors are true—we’re launching a new venture with Dave Lafond and Serge Rancourt, the co-founders of No Fixed Address, Inc. It all happened rather fast, as these things tend to. So we can’t share many details right now. But we are beyond ecstatic to let you all in on the fun when we’re ready. Soon,” said Bhatt, Holtby and Sahni in a joint statement. They declined to comment further. Rethink—an indie agency based in Canada that has serviced clients including Heinz, Kraft Mac and Cheese, Scotiabank and Ikea—last year added 100 staffers to its Canadian offices as its revenues rose 45%. Amidst the expansion, it opened up its first New York office. Holtby served as art director on this Greenpeace Canada PSA. No Fixed Address is an independently-owned network that, as its name suggests, has no fixed location. Its network includes agencies that span across creative, strategy, digital, media and more. The highly-sought-after agency Mischief @ No Fixed Address, which won Adweek's 2021 Breakthrough Agency of the Year award and has served as AOR for accounts including Tinder, is part of the No Fixed Address family. The parent company is itself relatively young, having launched in 2016, and has grown quickly. Aaron Starkman, national chief creative officer and managing partner at Rethink, commented: "The thing that I love and have always loved about Rethink is that it’s not about any one person, it’s about the collective. That’s been our secret sauce for many years, and every day, there’s 300 Rethinkers working across four offices. I’m astounded by what they bring to the table on all of our brands that we work on and I’m looking forward to more of the same." “We wish [Bhatt, Holtby and Sahni] the very best and we are rooting for them,” Starkman said. Greg Hahn Quickly Returns to Advertising, Opening NY Office for Canada’s No Fixed Address