

Critical Mass
In a complex and fast-moving world, Critical Mass designs unparalleled brand experiences that connect with people. We were established in Calgary back in 1996, and since then we’ve helped global clients like Apple, Nike, Diageo, and BMW (and…
In a complex and fast-moving world, Critical Mass designs unparalleled brand experiences that connect with people. We were established in Calgary back in 1996, and since then we’ve helped global clients like Apple, Nike, Diageo, and BMW (and hundreds more over the years) reimagine digital and do what no one else in their category can do. Today, we’re over 1,400 digitally obsessed employees in 12 offices, across Europe, Asia, and North America—with a major, full-service hub in London.
What makes us different? We truly understand every part of our clients' digital ecosystems, and we deliver success by making data, creativity, and technology more connected, more efficient, and more powerful. Of course, digital never stands still, but neither do we. We help brands seize opportunities so that their customers get a better experience and a more seamless, dynamic, and personalised experience everywhere they go.
We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries).
No matter how much digital changes, one thing will always stay the same—who we are. We’re a transparent, honest, values-driven, passionate partner with a can-do attitude that our clients notice and appreciate.
We’re Critical Mass, but our friends call us CM. Please call us CM.
LEADERSHIP
- Chris Gokiert, Chief Executive Officer
- Grant Owens, Chief Strategy Officer
- Val Carlson, Chief Creative Officer
- Lee Tamkee, Chief Financial Officer
- Sara Anhorn, Chief Talent Officer
- John McLaughlin, Chief Operating Officer
- Dianne Wilkins, Chair
Work

Shirley Chisholm Foundation: Rebrand
The Shirley Chisholm Education Foundation is an organization that aims to live up to its namesake, the late politician who was the first African American woman in Congress and the first to run for a major party’s nomination for President of the United States. Founded by CEO and Executi…

First Command: first campaign
To expand the profile of First Command, we reached military members and their families with a campaign that connects financial planning to the reasons they serve: their families, careers and integrity. Through storytelling grounded in the authentic experiences of those who serve, we ch…

Willow Biosciences: 2020 Rebrand
For Willow Biosciences, science is everything. It's the essence of their business. It also needed to become the core of their brand. We helped them reimagine the way their branding conveys their story, persona, values, and mission. And we did it in a modern way. Not in a static PDF, but through …
Specialties
Awards
Award |
Year |
Project |
Role |
---|---|---|---|
Campaign USAgency Leader2023
|
2023 | Critical Mass - Chris Gokiert | Agency |
Digiday Worklife AwardBest Mentorship Program2022
|
2022 | Critical Mass | Agency |
Campaign USNew Biz Development Team2023
|
2023 | Critical Mass | Agency |
Campaign USDigital Innovation Agency2023
|
2023 | Critical Mass | Agency |