The Creative Industry Today Series: Part 4 — Hans Thiessen

Rethink 2024 Applied Arts Advertising Awards winning campaign Penguin Living Stories.

From Cannes Lions recognition to D&AD Black Pencil wins, Hans Thiessen’s work sits at the centre of today’s evolving creative landscape.

As Partner & ECD of Design at Rethink, he has helped shape ideas for brands including IKEA, Nike, EA, Arc’teryx, and Kraft Heinz. We spoke with him about how the industry is changing—and what it takes to create work that still cuts through.

Are you optimistic about the future of agencies? What gives you hope—or pause?

I’m incredibly optimistic, but only for the few. Holdcos are in a death spiral, automating the average until they make themselves entirely replaceable. My hope is with the indies who double down on human creativity. Because when mediocre content becomes endless, breakthrough ideas become priceless.

What advice would you offer to those stepping into leadership roles in this climate?

First, don’t fear the flux. If this industry stopped changing, it would be dead.

Second, if your agency behaves like a vending machine, you’ve already lost. Stop trying to out-hustle algorithms and start selling conviction; give clients what they actually need, not just what they asked for.

Hans Thiessen’s perspective is a reminder that even in a rapidly shifting industry, strong ideas, curiosity, and craft remain the foundation of standout creative work.