WHO WE ARE
Rethink Creative works with creative sector policymakers and industry bodies — public funders, arts councils, screen agencies, government departments, trade bodies, and industry organisations. Our founders bring decades of leadership from inside the sector, working in UK, Europe, Latin America, Africa and North America. We understand how the sector works, how it thinks – and its blind spots.
Rethink Creative was founded by Pauline Burt MBE — former founding CEO of Ffilm Cymru Wales — and Michael Gubbins, journalist, consultant and facilitator of more than 500 sector workshops and think tanks.
Both spent years inside the creative sector before deliberately going outside it —studying behavioural science, cognitive psychology, design thinking and social economics —and bringing those frameworks back in.
That insider-outsider combination is the foundation of everything