Critical Mass

Critical Mass

Calgary, Canada

Basic Info

Core Competencies: Digital, Mobile, Social Media, E-Commerce, SEO, Marketing/Creative Services, Direct/Tele/Database Marketing/CRM, Branded Content/Entertainment, Market Research/Consulting, Marketing Technologies/Analytics, Media Buying/Planning, Branding/Product Development, Strategy and Planning, Financial, Technology, Online services, Institutional/Public Interest/Nonprofit, Retail, Beauty, Fashion, Luxury Goods, Travel and Tourism, Consumer

Founded in: 1996

Employees: 950

Awards: 71

Creative Work: 32

Clients: 31


Contact Information

1011 9th Avenue SE Suite 300
Calgary Alberta T2G 0H7
Canada
Phone: (+1) 403 262 3006
Email:

Dianne Wilkins

Dianne Wilkins

Chief Executive Officer
Chris Gokiert

Chris Gokiert

President

Phone: (+1) 4035600315

Conor Brady

Conor Brady

Chief Creative Officer
Grant Owens

Grant Owens

Chief Strategy Officer
Lee Tamkee

Lee Tamkee

Chief Financial Officer
John McLaughlin

John McLaughlin

Chief Operating Officer
Amanda Seaford

Amanda Seaford

Chief Client Officer
Diane Heun

Diane Heun

SVP, Business Development

Phone: (+1) 508 541 5336

Bryan Jones

Bryan Jones

SVP, Technology
Lisa Penelton

Lisa Penelton

SVP, Marketing Science
Core Competencies: Digital, Mobile, Social Media, E-Commerce, SEO, Marketing/Creative Services, Direct/Tele/Database Marketing/CRM, Branded Content/Entertainment, Market Research/Consulting, Marketing Technologies/Analytics, Media Buying/Planning, Branding/Product Development, Strategy and Planning, Financial, Technology, Online services, Institutional/Public Interest/Nonprofit, Retail, Beauty, Fashion, Luxury Goods, Travel and Tourism, Consumer

Founded in: 1996

Employees: 950

Awards: 71

Creative Work: 32

Clients: 31

Critical Mass

1011 9th Avenue SE Suite 300
Calgary Alberta T2G 0H7
Canada
Phone: (+1) 403 262 3006
Email:
Dianne Wilkins

Dianne Wilkins

Chief Executive Officer
Chris Gokiert

Chris Gokiert

President

Phone: (+1) 4035600315

Conor Brady

Conor Brady

Chief Creative Officer
Grant Owens

Grant Owens

Chief Strategy Officer
Lee Tamkee

Lee Tamkee

Chief Financial Officer
John McLaughlin

John McLaughlin

Chief Operating Officer
Amanda Seaford

Amanda Seaford

Chief Client Officer
Diane Heun

Diane Heun

SVP, Business Development

Phone: (+1) 508 541 5336

Bryan Jones

Bryan Jones

SVP, Technology
Lisa Penelton

Lisa Penelton

SVP, Marketing Science

Critical Mass Leadership and Team Members

Dianne Wilkins

Dianne Wilkins

Chief Executive Officer

As CEO of Critical Mass, Dianne’s passion is doing extraordinary work that transforms clients’ businesses by improving customers' lives. In her 19 years with Critical Mass, Dianne has held many influential positions—managing director, coach, entrepreneur and leader for teams and clients. She started with Critical Mass in Stockholm, leading Saab on a global basis. After two years, Dianne relocated to Calgary where she was promoted to CEO in January 2006. Di continues as CEO and now resides in New York. Since joining Critical Mass, Dianne has been actively involved with clients as diverse as Citi, P&G, Nissan/Infiniti, AT&T and adidas. Di brings a blend of client service and strategic thinking to her clients and teams, believing strongly that Critical Mass is an indispensable and strategic agency partner to clients. Di has seen first hand that as businesses work to transform themselves, the best results come from focusing on customer-centricity and designing experiences that make things easier, faster, simpler, more rewarding and more entertaining for customers. During her tenure, Critical Mass and its affiliate organizations have grown from 25 people in Canada to 950 employees working in numerous locations around the globe. Critical Mass has been recognized for its remarkable work across world-class brands and digital experiences. Di received an MBA while pursuing a career as a golf pro. Her passion for the game attracted her to Critical Mass in its early days, when the agency designed instructional CD-ROM’s for golf. She immediately recognized the potential of digital and the Internet and never looked back, helping to mold the company into a forward-looking digital agency from its infancy. While her golf handicap has suffered, the Critical Mass team and their clients have benefited from her strong leadership and strategic vision. -Inspired by positive change and the warmth of the sun. 

Chris Gokiert

Chris Gokiert

President

Phone: (+1) 4035600315

Chris Gokiert is the President of Critical Mass, overseeing key client relationships, the development of service offerings and the operations of the company. He came onboard in 1998 when the company had only 35 people and has led key global client relationships ever since, helping to grow the company from one office in Calgary to eleven offices located around the world. Chris is responsible for overseeing the growth of the company and evolving our services to keep pace with an ever-changing digital landscape. His strategic leadership and dedication to client service have been instrumental in the launch of major multi-channel initiatives for Nissan, Infiniti, Budweiser, Adidas and AT&T. Every day, Chris brings a relentless focus on transforming our clients’ businesses, a goal he pursues and achieves by building collaborative environments for our clients and teams. 

Conor Brady

Conor Brady

Chief Creative Officer

Conor Brady, a renowned creative leader, is a passionate believer in the power of great storytelling, experience design and design craft across all media. For Conor, these are core approaches to solving our clients’ business problems. In his role as Chief Creative Officer at Critical Mass, he oversees all the agency’s work and drives creative excellence on a global scale. Conor has nearly a decade of experience as a Chief Creative Officer at digital agencies Huge and Organic. Throughout his career, he has worked with many of the world’s largest and most admired brands, a few of which include Nike, Pepsi, Audi, Hilton, Citi and Samsung. His work has won awards across the globe from Cannes to London to Asia. He is also a regular member of some of the industry’s most respected award juries, having served as a judge on the Design Jury at Cannes (twice), The Andy's, the D&AD awards and the Webby's. Born in Belfast, he began his career by helping create the first 100 book covers for Vintage Paperbacks at Random House in London and then moved into the music industry as a creative director at Universal Music/Polygram, designing record covers. 

Grant Owens

Grant Owens

Chief Strategy Officer

Grant Owens is the Chief Strategy Officer at Critical Mass. His role at the agency is to lead strategy teams across the globe to ensure the agency is relentlessly focused on designing meaningful experiences that improve customers’ lives. Grant has a track record of building strong teams that deliver best in class, strategically driven work. Prior to joining CM, Grant was with Razorfish for more than 10 years. Most recently as GVP Head of Planning, he was responsible for digital strategy for clients such as Spotify, Mercedes-Benz, Ford, Viacom, CBS Radio, BMW and CNN. Grant also spent four years working in planning at Euro RSCG 4D. Grant also serves as Adjunct Professor at New York University, where he has taught for more than two years. He graduated from Miami University (Ohio) with a B.A. 

Lee Tamkee

Lee Tamkee

Chief Financial Officer

With over 20 years of experience in entrepreneurial, start up, turnaround and corporate environments, Lee is well-equipped to lead Critical Mass’s pursuit of operational excellence. In addition to leading the Finance and Support Services group at Critical Mass, Lee collaborates with the Leadership team to ensure that employees have access to the best resources, the best facilities and an inspiring environment to work in. He champions Critical Mass’s cause for profitable growth and operational success—all while never failing to appreciate the importance of having fun. Prior to Critical Mass, Lee was an integral member of the executive teams at both Bell and Rogers Wireless in Western Canada, which included the launch of Bell Canada’s expansion into Western Canada. While he is not quick to tell you, Lee is an accomplished athlete, having represented Canada in many international competitions as a member of the National Field Hockey team. The inherent drive for success, commitment to excellence and passion for teamwork has followed Lee into his role with Critical Mass. 

John McLaughlin

John McLaughlin

Chief Operating Officer

As Chief Operations Officer, John is charged with overseeing the efficiency of the Agency’s process and quality of its work product. Since joining Critical Mass in 1999, he has progressed through several roles in the organization. Through his experience leading individual projects, large-scale client teams and entire offices, John has developed a great understanding of the challenges facing complex organizations and enjoys identifying and capitalizing on opportunities for improvement. With a Master’s Degree in Integrated Marketing from Northwestern University, John believes in the power of data and analytics to drive business and organizational decisions. He also holds a degree in journalism with a concentration in advertising and business administration from Ohio University. His free time is occupied by baseball, cheesy science fiction novels and chronicling the adventures of his 2-year-old son. 

Amanda Seaford

Amanda Seaford

Chief Client Officer

Amanda Seaford has been with Critical Mass for over a decade and currently serves as the agency’s Chief Client Officer. In this role, she is responsible for managing CM’s large, cross-office accounts and driving the agency’s client service practice. Prior to this role, Amanda served as CMO for Critical Mass and was responsible for the agency’s marketing communication, public relations and business development efforts.

Previous roles at Critical Mass also include Senior Vice President, General Manager of our Chicago and LA offices and managing CM’s relationship with Nissan North America. Before joining Critical Mass, Amanda served as the West Coast Director for OMD Digital where she managed the Los Angeles and San Francisco offices.

Throughout Amanda’s agency career some of her key clients included: Nissan, Infiniti, USAA, Apple, Sony Playstation, Hilton and Clorox. Amanda truly understands clients’ needs; she worked on the client side for over five years at Dell Computer, managing Dell Consumer’s online demand generation vehicles as well as Dell’s consumer eCommerce site. Amanda has an MBA in eCommerce and a BA in Economics, both from Vanderbilt University. 

Diane Heun

New Business

Diane Heun

SVP, Business Development

Phone: (+1) 508 541 5336

Diane Heun is a seasoned business development professional with a strong focus on the digital space. For 15 years, she’s been a key driver of growth for Critical Mass, whose client list includes Citi, Nissan, Apple, Marriott, J&J, Luxottica and more. Di’s track record of success spans financial services, automotive, healthcare, consumer goods, travel and luxury. She believes that Critical Mass’s core capabilities (customer-centric experience design, strategic consulting, digital innovation and technology) can provide powerful solutions to brand problems—and she backs that belief with a proven ability to relate the agency’s values and approach to the C-Suite of global brands. 

Bryan Jones

Bryan Jones

SVP, Technology

As Senior Vice President of Technology, Bryan is responsible for leading the technology discipline across the global network of offices and account teams at Critical Mass. With over 15 years of platform development, marketing services, and global management experience, Bryan leverages his extensive knowledge of multi-channel development and emerging technologies to consult clients on best practices and define solutions across multiple platforms, applications and programming languages. Bryan joined Critical Mass from R/GA, where he held global leadership positions in Europe and Australia, opening the R/GA Sydney office in 2013. Prior to R/GA, Bryan held leadership roles at SapientNitro in both Australia, building the technology practice across APAC, and the United States. 

Lisa Penelton

Lisa Penelton

SVP, Marketing Science

Lisa loves puzzles. Logic is her hobby and her job. It is not always easy to find the right balance between empirical rigor, available data and client needs—but she thrives on the challenge. Her favorite days allow her to find elegant solutions to tough problems. Lisa has more than 25 years’ experience in modeling, analysis and optimization – 20 years of that in marketing with the last 15 blending online and offline. She has a long history of customer and market-level analysis with a career focused on comparative methodology and program optimization. Today she manages a global team of data scientists, optimization experts and tracking savants all focused on brand growth and program efficiency. Lisa prepared for her marketing career as an academic researcher at the University of Chicago, Northwestern University and the University of Illinois. Lisa holds a master’s degree from the Irving B. Harris School at the University of Chicago and a bachelor’s degree from the University of Illinois. She is a fourth generation Chicagoan (who will probably never leave.) She spends every free minute playing, watching or training for tennis.