Critical Mass

Calgary, Canada

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

Dianne Wilkins
Chief Executive Officer

Chris Gokiert
President
Phone: (+1) 4035600315
Conor Brady
Chief Creative Officer

Grant Owens
Chief Strategy Officer

Lee Tamkee
Chief Financial Officer

John McLaughlin
Chief Operating Officer

Amanda Seaford
Chief Client Officer

New Business

Diane Heun
SVP, Business Development
Phone: (+1) 508 541 5336
Lisa Penelton
SVP, Marketing Science

Team

Number of Employees: 950
Dianne Wilkins
Chief Executive Officer

Chris Gokiert
President
Phone: (+1) 4035600315
Conor Brady
Chief Creative Officer

Grant Owens
Chief Strategy Officer

Lee Tamkee
Chief Financial Officer

John McLaughlin
Chief Operating Officer

Amanda Seaford
Chief Client Officer

Diane Heun
SVP, Business Development
Phone: (+1) 508 541 5336
Lisa Penelton
SVP, Marketing Science

Campaigns

  • Advertiser: Calgary Economic Development office
  • Brand: Calgary Economic Development office
  • Name: Hey, Amazon
  • Advertiser: Nissan Motor Corp.
  • Brand: Nissan North America
  • Name: Nissan Diehard Fan
  • Advertiser: Famou5 Foundation
  • Brand: Famou5 Foundation
  • Name: Famou5 Women Belong
  • Advertiser: The Clorox Company
  • Brand: Pine-Sol
  • Name: Pine-Sol - "Give Us An Award"
  • Advertiser: Watford FC
  • Brand: Watford FC
  • Name: Watford Football Club - Welcome to Premier League
  • Advertiser: McKinsey & Company
  • Brand: Mckinsey & Company
  • Name: McKinsey & Company Careers
  • Advertiser: Marriott International
  • Brand: Marriott
  • Name: Marriott Travel Brilliantly
  • Advertiser: Travel Alberta
  • Brand: Travel Alberta
  • Name: Travel Alberta - Thrill
  • Advertiser: The Clorox Company
  • Brand: GLAD
  • Name: What You Are Glad to Give?
  • Advertiser: Travel Alberta
  • Brand: Travel Alberta
  • Name: Travel Alberta - Instahikes
  • Advertiser: Nissan Motor Corp.
  • Brand: Nissan Motor Corp.
  • Name: Nissan Meet The Machines
  • Advertiser: The Clorox Company
  • Brand: Clorox
  • Name: Clorox Cloey de la Rox
  • Advertiser: The Clorox Company
  • Brand: Clorox
  • Name: Clorox No Hassle Hoff
  • Advertiser: Famou5 Foundation
  • Brand: Famou5 Foundation
  • Name: A Conversation of Consequence
  • Advertiser: The Clorox Company
  • Brand: GLAD
  • Name: Glad to Give
  • Advertiser: Critical Mass
  • Brand: Sonos
  • Name: Change the Tune
  • Advertiser: Nissan Motor Corp.
  • Brand: Nissan
  • Name: The Delivery
  • Advertiser: Nissan Motor Corp.
  • Brand: Nissan Motor Corp.
  • Name: Infiniti #RaceFace Case Study
  • Advertiser: Nissan Motor Corp.
  • Brand: Nissan
  • Name: Nissan #RedThumb
  • Advertiser: Luxottica Group
  • Brand: Sunglass Hut
  • Name: Sunglass Hut
  • Advertiser: Nissan Motor Corp.
  • Brand: Pathfinder
  • Name: Nissan Pathfinder Kinect Experience
  • Advertiser: Nissan Motor Corp.
  • Brand: Nissan
  • Name: GT Academy Pit Pass
  • Advertiser: The Clorox Company
  • Brand: Green Works
  • Name: Green Works for All - Brand Relaunch
  • Advertiser: adidas
  • Brand: adidas
  • Name: mi adidas
  • Advertiser: The United Nations
  • Brand: UNMAS
  • Name: UNMAS Sweeper
  • Advertiser: House of Anansi Press
  • Brand: House of Anansi Press
  • Name: Massey Lecture Series
  • Advertiser: JerryGarcia.com
  • Brand: Jerry Garcia
  • Name: JerryGarcia.com
  • Advertiser: Brown-Forman Corporation
  • Brand: Jack Daniel's
  • Name: J.D. Track Mats
  • Advertiser: Converse
  • Brand: Converse
  • Name: The Chet Atkins ALL WAH
  • Advertiser: Nissan Motor Corp.
  • Brand: Nissan
  • Name: Nissan LEAF Launch

Awards

Award Distinction Category Brand Year
Cannes Lions Bronze Lion Mobile - A05 360° Videos Nissan North America 2017
Shorty Awards Finalist Physical & Digital Nissan North America 2017
CLIO Sports Shortlisted Digital/Mobile Nissan North America 2016
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
Cannes Lions International Festival of Creativity Bronze Lion Augmented Reality (AR) Nissan North America 2016
The New York Festivals World's Best Advertising Finalist Award Media & Entertainment: Mobile Application Nissan North America 2016
The New York Festivals World's Best Advertising Finalist Award Digital: Interactive Applications Nissan North America 2016
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 Awards Graphite Pencil Tactical Branded Film Content & Entertainment UNMAS 2015
D&AD Awards Wood Pencil Innovative Media UNMAS 2015
D&AD Awards Wood Pencil Digital & Mobile UNMAS 2015
D&AD Awards 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
Web Marketing Association WebAwards Outstanding Website Automobile Nissan Motor Corp. 2015
Web Marketing Association WebAwards Standard of Excellence Fashion/Beauty Sunglass Hut 2015
Web Marketing Association WebAwards Standard of Excellence Advertising Critical Mass 2015
Cannes Lions International Festival of Creativity Silver Design: Digital Online - Application House of Anansi Press 2014
Cristal Festival Sapphire Mobile Applications UNMAS 2014
Web Marketing Association WebAwards Outstanding Website Automobile Nissan 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
Global 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
Alberta Ballet Alberta Ballet Culture, Leisure & Sport
  • Digital
2017
Apple Inc. Apple
2015
Ascension Health Ascension Health Consumer & Public Services
  • Digital
  • Web Site
  • Media Buying & Planning
2015
AT&T Inc. AT&T Telecommunications Services
  • Digital
  • Web Site
  • Applications
  • E-Commerce
2009
Bayer AG Bayer Leaps Devision Health & Pharmaceutical Products
  • Digital
  • Digital Installation
2017
BC&E People's Pension Fund UK
  • Digital
2017
Blizzard Entertainment, Inc. Blizzard Entertainment Media, Publishing & Production
  • Digital
  • Web Site
  • E-Commerce
2016
Blue Shield of California Blue Shield of California Consumer & Public Services
  • Digital
  • Applications
BMW BMW USA Automotive
  • Digital
2016
Calgary Stampede Calgary Stampede
  • Digital
  • Web Site
  • Applications
  • Social Media
Calgary Tourism Calgary Tourism Transport, Travel and Tourism
2017
Citi Global Citi Banking, Finance, Law & Insurance
  • Digital
  • Web Advertising/Banners
  • Web Site
  • Web Film
  • Applications
  • Branded Content
2005
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
General Electric Company GE Renewable Energy Industry
  • Digital
  • Social Media
  • Digital Installation
2017
Harley-Davidson, Inc. Harley-Davidson Financial Services Automotive
  • Digital
  • Applications
  • Media Buying & Planning
2015
Infiniti Motor Limited Infiniti Cars
  • Digital
  • Web Site
  • Interactive Kiosk
  • Web Film
  • Applications
  • Social Media
  • E-Commerce
2009
Luxottica Group Sunglass Hut Eyewear
  • Digital
  • Web Site
  • Applications
  • E-Commerce
2014
Johnson & Johnson Corporation Johnson & Johnson Health & Pharmaceutical Products
  • Digital
  • Social Media
2015
LegalShield LegalShield Consumer & Public Services
  • Digital
  • Web Site
2017
Marriott International Marriott Travel Brilliantly Transport, Travel and Tourism
  • Digital
  • Web Site
  • Applications
  • Social Media
  • E-Commerce
2016
McDonald's McDonald's Retail, Distribution & Restaurants
  • Digital
  • Social Media
2016
McKinsey & Company McKinsey & Company Business Services
  • Digital
  • Web Site
2016
Nissan Motor Corp. All Automotive
  • Digital
  • Web Site
  • Interactive Kiosk
  • Interactive Television
  • Web Film
  • Applications
  • E-Commerce
  • Digital Installation
2009
Northstar Lottery Group Northstar Lottery Consumer & Public Services
  • Digital
  • Media Buying & Planning
2012
Quinnipiac University Quinnipiac University Consumer & Public Services
  • Digital
  • Web Site
  • Branded Content
2015
SAP SAP IT Solutions & Professional Networks
  • Digital
  • Web Site
2014
South African Tourism South African Tourism Transport, Travel and Tourism
  • Digital
  • Web Advertising/Banners
  • Web Site
  • Mobile Advertising
2013
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
Vodafone Vodafone Free SIM Consumer & Public Services
  • Digital
2010
Watford FC Watford FC Culture, Leisure & Sport
  • Digital
  • Web Site
  • Applications
  • E-Commerce
2016