Critical Mass was founded when a design visionary and a successful entrepreneur came together with a focus on digital experiences in a rapidly evolving space. Over the next 24 years, we helped global brands reimagine digital and transform their businesses though strategic consulting, innovative creative ideas and cutting-edge technology thinking.
Today, we are 950 employees across 11 global offices. Even though we’re much bigger than when we started out in Calgary, we remain true to our roots—we’re transparent, honest, passionate, and have a can-do attitude that our clients notice and appreciate. Our executive and global leadership team use an open and accessible management style to drive our success on all fronts: innovating our work and services, mentoring our talent, and ensuring we deliver of industry-leading work. We believe this is core to our success as a digital leader.
Critical Mass Expands Executive Leadership Team Amid Business Growth
Global digital marketing and experience design agency Critical Mass announced that it has expanded its executive leadership team with thirteen promotions and new hires. Of note are the promotions of Andrea Lennon to President and Sara Anhorn to Chief Talent Officer. The agency has also expanded its global executive team adding an SVP layer to its existing C-Level and EVP groups. There have been appointments to all tiers in the form of promotions and new hires in order to keep up with agency growth and evolving client needs.
Chris Gokiert stepped into his role as CEO on January 1, a transition that Critical Mass announced in March of 2020. Andrea Lennon, formerly EVP, Managing Director, assumed her role as President at the same time. During her last six years at Critical Mass, Lennon was focused on driving new business growth across APAC and EU regions. In London, she successfully tripled the office’s revenue and staff, diversified the talent pool, and broadened the team’s capabilities. As President, Andrea will focus on client relationships, creative excellence, and business development with an emphasis on developing the agency’s culture and talent.
“I’m excited to have this opportunity and continue the great work Chris has created over the last decade,” said Lennon. “Despite a challenging year, we are entering 2021 with tremendous momentum and an ambitious agenda to do incredible things for our people and our clients.”
Sara Anhorn, former EVP of Talent, has also been promoted to the Global Executive team as Chief Talent Officer. As a 20-year Critical Mass vet, Anhorn has been instrumental in fostering young talent and transplanting the culture of the agency’s Calgary headquarters to other office locations around the world. Under her leadership Critical Mass has been recognized as an AdAge Best Place to Work, Digiday’s Employer of the Year and Most Innovative Culture, Creativepool’s Best Agency to Work For, and more. In her new role, Anhorn will oversee HR, Talent Acquisition, Learning & Development and Internal Communications on a global scale and continue to elevate the agency’s unique culture as a purpose-driven organization. In December Anhorn was named Digiday’s HR Leader of the Year 2020.
“Over the past two decades, I’ve watched Critical Mass grow through our work, clients, and people and have seen the value of what having the right people means to an organization and the bottom line,” said Anhorn. “I’m looking forward to continuing this tradition of excellence and bringing the very best to Critical Mass.”
“Andrea is the natural choice as the next President of Critical Mass and Sara brings a unique style and eye to attracting top talent to Critical Mass,” said Gokiert. “Both have hybrid qualities as leaders and collaborators with a penchant for bringing together diverse, creative and bold leaders to tap into transformational creativity and purposeful growth.”
Promotions and additions to the Critical Mass executive leadership team span a majority of the agency's core disciplines. Beefing up their Client Service practice, Stacia Parseghian joins Critical Mass from BBDO as EVP, Client Partner, while Samantha Stringfellow, currently VP Client partner, has been promoted to EVP Client Partner. Four other Critical Mass vets have been promoted to the SVP Client Partner role, including Maria Hodgson, Jason Finch, Alysson Scartz and Heather Livengood—all formerly VPs.
Vice Presidents from Marketing Science, Technology, Talent, and Production have seen executive promotions as well. They include Wilson Tsang, SVP Marketing Science; Jaimie Patel, SVP Marketing Science; Mike Lanyon, EVP Technology; Scott Ingalls, SVP Technology; Phaedra Marshall, SVP Technology; Alissa Hansen, EVP Head of Production; and Rebecca Bloom Geddes, SVP Human Resources.
In 2020, Critical Mass saw growth from current clients and new business opportunities alike, including 8 new clients wins.