Agency Profile

Critical Mass Calgary, Canada Digital

Philosophy & Competitive Advantages

The way a customer experiences a brand has a profound impact on perception, purchase behavior and loyalty. That’s why our work begins and ends with our clients’ customers. We listen to them. Validate with them. We even include them in our experience-design process. We do this so we can make things simpler, more useful, more entertaining, more convenient. And hopefully, in some way, change their lives. 

Network Description

Critical Mass is a part of Diversified Agency Services, a division of Omnicom Group Inc. 

Contacts

Mary Cusick
Marketing Manager
Phone: (+1) 312-288-2523

Team

Number of Employees: 750
Dianne Wilkins
Chief Executive Officer

Chris Gokiert
President

Conor Brady
Chief Creative Officer

Grant Owens
Chief Strategy Officer

Amanda Levy
Chief Marketing Officer

John McLaughlin
Chief Operating Officer

Lee Tamkee
Chief Financial Officer

Lisa Penelton
SVP, Marketing Science

Deb Pasquale
SVP, Client Partner

Susanne Jones
SVP, Client Partner

Andrea Lennon
SVP, General Manager, Asia Pacific Region

Jocelyn Loria
SVP, Finance

Matt Kwiecinski
SVP, Managing Director, London

Julia Perry
SVP, General Manager, Chicago & Los Angeles

Jon Toews
SVP, General Manager, Toronto

Darryl Braunmiller
SVP, General Manager, New York

Jaime Escobar
SVP, General Manager, Costa Rica

Diane Heun
VP, Business Development
Phone: (+1) 508 541 5336

Campaigns

Awards

Award Distinction Category Brand Year
AME Awards (Advertising Marketing Effectiveness ) - New York Festivals Gold Medallion Philanthropic Appeals UNMAS 2015
AME Awards (Advertising Marketing Effectiveness ) - New York Festivals Silver Medallion Website Nissan 2015
AME Awards (Advertising Marketing Effectiveness ) - New York Festivals Silver Medallion Automotive Nissan 2015
Canadian Marketing Awards Bronze Public Service Experiential/Special Events/Stunts UNMAS 2015
Communicator Awards Silver Mobile & Apps: Shopping Sunglass Hut 2015
Communicator Awards Silver Websites: Automotive Nissan 2015
Communicator Awards Gold Websites: Music Jerry Garcia 2015
Communicator Awards Gold Interactive Multimedia: Special Interest UNMAS 2015
Communicator Awards Gold Mobile & Apps: Reference/eBooks House of Anansi Press 2015
Communicator Awards Gold Websites: Fashion Sunglass Hut 2015
D&AD Wood Pencil UNMAS 2015
New York Festival FInalist Interactive Applications: Mobile UNMAS 2015
Pixel Awards Nominee Music Jerry Garcia 2015
Pixel Awards Nominee Web Installations UNMAS 2015
Pixel Awards Nominee Fashion and Beauty Sunglass Hut 2015
RAR Awards Best large agency for: Strategic Thinking 2015
Cannes Lions International Festival of Creativity Silver Design: Digital Online - Application House of Anansi Press 2014
Web Marketing Association WebAwards Outstanding Website Automobile Nissan 2014
Cristal Festival Sapphire Mobile Applications UNMAS 2014
Applied Arts Interactive Awards Winner Consumer Products Website Infiniti 2013
Colloquy Awards Loyalty Innovation Award Financial Services Citi 2013
Horizon Interactive Awards Best in Category eCommerce/Shopping Website Mi Adidas 2013
Applied Arts Interactive Annual Winner Consumer Websites (Gaming) Nissan 2012
Cannes Lions International Festival of Creativity Bronze Interactive Campaign Nissan 2012
Communicator Awards Gold Automotive Website Nissan 2012
Horizon Interactive Awards Best in Category eCommerce/Shopping Website adidas 2012
Horizon Interactive Awards Gold Consumer Information Pathfinder 2012
One Show Interactive Awards Annual Merit Winner Brand Transformation - Automotive Pathfinder 2012
The Web Marketing Association's Internet Advertising Competition Winner Outstanding Online Video Nissan 2012
W3 Awards / The W³ Awards Silver Interactive Video Nissan 2012
WebAward Competition Winner Automotive Pathfinder 2012
Communicator Awards Winner B2C Campaign Nissan 2011
Communicator Awards Best Website Automotive Nissan 2011
Creativity International Awards Honorable Mention Websites Nissan 2011
Effie Awards Best Campaign Automotive Nissan 2011
How Magazine Interactive Annual Best In Class Website Automotive Nissan 2011
Interactive Advertising Competition Best of Show Winner in Best Automobile Online Campaign, Best Mobile Online Campaign Nissan 2011
Interactive Media Awards Best in Class Green/Environmental Nissan 2011
W3 Awards / The W³ Awards Silver Award Automotive Nissan 2011
Web Awards Outstanding Website Automotive Nissan 2011

Clients

Advertiser Brand Business Sector Type of Work since
Nissan Motor Corp. All Automotive
  • Digital
  • Web Site
  • Interactive Kiosk
  • Interactive Television
  • Web Film
  • Applications
  • E-Commerce
  • Digital Installation
2009
Infiniti Motor Limited Infiniti Cars
  • Digital
  • Web Site
  • Interactive Kiosk
  • Web Film
  • Applications
  • Social Media
  • E-Commerce
2009
Citi Global Citi Banking, Finance, Law & Insurance
  • Digital
  • Web Advertising/Banners
  • Web Site
  • Web Film
  • Applications
  • Branded Content
2005
AT&T Inc. AT&T Telecommunications Services
  • Digital
  • Web Site
  • Applications
  • E-Commerce
2009
Moen Inc. Moen Small Appliances & Home Accessories
  • Digital
  • Web Advertising/Banners
  • Web Site
  • Web Film
  • Flash Animation
  • Mobile Advertising
  • Social Media
2005
Luxottica Group Sunglass Hut Eyewear
  • Digital
  • Web Site
  • Applications
  • E-Commerce
2014
The Clorox Company Clorox Cleaning Products, Soaps, Detergents
  • Digital
  • Web Advertising/Banners
  • Web Site
  • Web Film
  • Social Media
2009
The Clorox Company GreenWorks Cleaning Products, Soaps, Detergents
  • Digital
  • Web Advertising/Banners
  • Web Site
  • Web Film
  • Other Animation
  • Mobile Advertising
  • Social Media
2012
SAP SAP IT Solutions & Professional Networks
  • Digital
  • Web Site
2014
Greater Miami Convention & Visitors Bureau Miami & Beaches Transport, Travel and Tourism
  • Digital
2012
HP Global HP Consumer Electronics & Audio-Visual
  • Digital
  • Web Site
  • Web Film
  • Applications
  • E-Commerce
  • Branded Content
2012
Travel Alberta Travel Alberta Destinations (Countries & Places)
  • Digital
  • Web Advertising/Banners
  • Web Site
  • Mobile Advertising
  • Social Media
  • Media Buying & Planning
  • Marketing Research & Study
  • Branded Content
2013
Visa International Visa Credit Cards
  • Digital
  • Intranet/Extranet Site
2014