5 Minutes with… Mike Dubrick
Over the last 10 years, Mike Dubrick has consistently been ranked as one of the top creatives in Canada. He got his start at Crispin Porter + Bogusky, before joining Rethink in 2011, assuming the ECD role in 2020, and, in October 2022, was promoted to chief creative officer and partner.
During his time at the agency, Rethink has gone on to become the number three independent agency in the world as ranked by Cannes Lions, and a top-ranked Canadian agency in LBB's very own Immortal Awards. In Canada, Rethink has been named Agency, Digital Agency, and Design Agency of the Year for two years running. Creating notable work on some of the world’s most famous brands, including IKEA, Heinz, Nike, and Molson Coors, Mike has achieved numerous successes, including the Gold Lion-winning Heinz tilted label campaign, and the frustratingly slow ‘Heinz Ketchup puzzle’.
Mike’s work has also been featured in Time Magazine, on CNN, ‘The Tonight Show’, ‘Jimmy Kimmel’, and ‘The Late Show with Stephen Colbert’, and in 2020, AdAge named Mike Creative Director of the Year - the first Canadian to earn the title.
LBB’s Josh Neufeldt sat down with Mike to discuss all this and more, chatting about goals for Rethink, his appreciation of subversive work, and why Canadian advertising is having a moment.
LBB> How did you get started in advertising? Tell us about your story!
Mike> I think, like a lot of people, I didn’t really know the industry really existed. I grew up watching too much TV and always wanted a creative outlet, but didn’t know the path was there. Then, one day, a friend of mine sent me a job description for a copywriter position, and I remember thinking: ‘if I had to write a description of what I want to do, this is what I’d write’. Two weeks later, I quit my job and went to ad school.
I was lucky enough to start at a great Toronto agency called Zig. We later merged with Crispin Porter + Bogusky, who at the time had just been named agency of the decade. That was really transformative for me - it was where I really found the style of work I wanted to aspire toward.
LBB> You were promoted to CCO at Rethink fairly recently - congratulations! Can you tell us more about what this means to both you and the agency?
Mike> Thanks! I joined the agency not long after it opened in Toronto, and now with our global expansion to New York, I’m excited and feel fortunate to help write that next chapter of the agency. We have an incredible group of people that want to do work that matters and captures people’s curiosity and attention. I feel very lucky to get to work with these folks every day.
LBB> What are your main aims and ambitions for both your work at Rethink, and Rethink as a whole?
Mike> Our ambition is to do the best work in the world, full stop. It may sound ambitious, but we want to change the industry for the better - both with our work and the way we run the company. It’s about doing great work, but it’s also about having a great life too.
LBB> You’ve spent almost 10 years at Rethink. How has the experience of working there changed in the past decade, and what’s kept you there all that time?
Mike> Rethink has always tried to create work that people talk about. Often, that was born out of necessity, because smaller budgets didn’t allow us to buy noise. But now, even seven million dollars at the Super Bowl can’t buy noise. What you do has to matter, and I think it’s exciting that what the world’s biggest brands need right now is the type of work that we love to do.
I think the other thing that’s really exciting is how we’ve grown both internally and internationally. We try to promote from within as much as we can, and it’s been incredible to see how many stars have taken on leadership roles in the past couple of years. And internationally, having the opportunity to bring world class talent to New York only creates an even more inspiring and fun place to work.
LBB> And during that time, you’ve consistently received plaudits as one of the top creatives in Canada. To what do you attribute this success?
Mike> Honestly, I don’t know. I’m a bit of a contrarian, so I’m always interested in doing things differently. That’s what I loved about CP+B, and it’s what attracted me to Rethink. I love that subversive, almost anti-advertising kind of work. I think that kind of work resonates with people. And, I think it shows a lot of empathy and consideration for the consumer too. But honestly, any individual accolades are really just a reflection of the agency as a whole.
LBB> In 2021, Rethink was named a top three independent creative agency at Cannes. Can you give us some insight into the methodology that led to this success, and the lessons you took away from it which are helping propel Rethink into 2023?
Mike> We put a lot of emphasis on relationships, whether it’s with clients, vendors, or within the agency itself. Strong relationships lead to great work. They create trust, and the conditions you need to bring great ideas to life. I also think the independent creative spirit of Rethink is the key to our success. Our goal is to put the best creative work into the world, and as an independent agency, we're able to completely focus on that and not have to worry about stock prices or anything else that might distract us from that.
LBB> What are your thoughts on the Canadian ad industry in general at the moment? What are the main factors affecting conversations with clients?
Mike> Creativity from Canada is definitely having a moment. There are probably more Canadians running agencies around the world than you realise, and we’re seeing Canadian shops expanding globally. I think there's a confidence that comes with that - maybe that we haven’t always seen coming out of Canada - and that’s great to see.
LBB> Outside of work, you’re an instructor at Miami Ad School. How did you get started, and how do you approach raising the next generation of creatives?
Mike> I don’t know what this says about me as a teacher, but I feel like I’ve learned more from the students than they have from me. They’re really an inspiring group, and I think teaching also helps you understand your own process better. When you write it down, you start to turn some of the madness into method, and it’s been an amazing experience for me.
LBB> On the theme of learning, what is the most important lesson you’ve learned during your time in the industry?
Mike> If you don’t believe in your ideas, why should anyone else?
LBB> What helps you de-stress after a long day at work?
Mike> For me, honestly, the greatest joy is to just spend time with family. It’s funny, but I also find that doing very ordinary tasks - just rolling up your sleeves and getting some dirt under your fingernails - can be pretty nice. This industry takes up a lot of mental muscle. Sometimes, it’s nice to give that a rest.
