Xavier Blais to Chair the One-Channel Drum Jury
At this years Golden Drum festival, Xavier Blais, Partner and Executive Creative Director at Rethink, will be leading the One-Channel Drum Jury.
Xavier is a Partner and Executive Creative Director at Rethink, a fiercely independent creative agency with offices in Montréal, Toronto, New York, and Vancouver.
He joined in 2015 and helped establish Rethink’s Montreal operation, quickly rising the ranks and becoming the one of youngest partners in the agency’s history. Xavier relentlessly contributes to creating famous campaigns for global brands like Molson Coors, IKEA and Heinz to name a few.
In 2024, Rethink was named Independent Agency of the Year and Indie Network of the Year at Cannes Lions and Xavier topped the Lions Talent Report.
His projects were featured in just about every mainstream news outlet on Earth, won Gold or Grand Prix at every major award show and exhibited at the Montreal Museum of Fine Arts. And there's a pretty good chance that Xavier's latest work is currently featured on his mom's iPhone lockscreen.
Outside of being an ad dad, he’s an actual dad of two, partner to one and a depressingly average golfer. Probably the best testament to his relentlessness.
"Creative excellence is more important now than it’s ever been. That’s why I feel privileged to be President of this year’s Golden Drum One-Channel jury. Because it’s about setting and upholding the standard. While machines can only iterate on what was, we can ideate on what could be. Only true care and excellence can move us away from the messy ‘mid’. We need unexpected connections, unreasonable executions, undeniable results. Slop isn’t moving us towards irrelevance. Our sloppiness is. We **need** to keep striving for excellence if we want to keep doing what we love. Coming from Québec, I know that cultural distinctiveness is survival. So let that shine in your entry. With the jury, we’ll be looking for universal ideas that solve culturally relevant problems with audacious executions. And we can’t wait to see your entries." - Xavier Blais, Partner and Executive Creative Director, Rethink
Golden Drum Competition opens on 10 March. Stay tuned.
