NEW YORK (AdAge.com) -- Well-known blogger and social-media specialist David Armano is leaving Omnicom Group-owned digital shop Critical Mass after two years to become a senior partner at Dachis Corp., a "social-business design" firm in Austin, Texas.
Mr. Armano posted the news on his blog this morning. He described the move as a recognition that social technology and tools need to be used not just for launching viral marketing campaigns and generating word-of-mouth but also to transform business processes.
"There needs to be cultural changes that take place within organizations in order for them to tap the emerging ways to both develop and market their products and services in a rapidly changing business environment," he wrote. "There has to be a systematic bottoms up and tops down transformation starting with strategy and supported by the right types of technology which can enable more effective human and system interactions. This is the place we hope to play in."
Dachis Corp. was founded by Razorfish founder Jeff Dachis.
Mr. Armano is known for his thoughts on experience design and the social interactions consumers have with brands. His well-read Logic & Emotion blog is ranked No. 13 on Ad Age's Power 150 ranking of the top media and marketing blogs. For the past two years he has been the most visible member of Critical Mass' team, based out of its Chicago office, as VP-experience design. Before joining the shop he spent two years at Digitas and six years at Agency.com.
He will continue to blog for Ad Age DigitalNext.