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Critical Mass
Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus…
Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories.
We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). 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).
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
- Ara Kurnit, Chief Innovation Officer
- Lee Tamkee, Chief Financial Officer
- Sara Anhorn, Chief Talent Officer
- John McLaughlin, Chief Operating Officer
- Dianne Wilkins, Chair
Work
![Courageous Conversation Global Foundation: Driving While Black](https://s3-prod.adage.com/s3fs-public/20240625_DWB_Final_3x2.jpg)
Courageous Conversation Global Foundation: Driving While Black
While purpose work took more of a back seat to big brand advertising at this year’s Cannes Lions, there were still plenty of top-notch cause campaigns recognized. Am…
![Starburst: Different Every Time](https://s3-prod.adage.com/s3fs-public/20240507_Starburst_DifferentEveryTime_3x2.jpg)
Starburst: Different Every Time
Mars is fully embracing generative AI in a brand campaign for Starburst in which the endless visual outputs of artificial intelligence mirrors the “joy of endless possibility” offered by the product itself. A series of spots focuses on a woman and man who sample different combinations …
![AT&T: Connect to the Madness](https://s3-prod.adage.com/s3fs-public/20240315_ATT-WhatAProWants_3x2.jpg)
AT&T: Connect to the Madness
Daylight saving time, hot and cold weather, basketball … March is mad. This season, AT&T is kicking off college basketball’s biggest tournament, March Madness, with a star-studded campaign that touts its plan options and network connection so customers never have to miss the …
Specialties
Awards
Award |
Year |
Project |
Role |
---|---|---|---|
![]() Anvil AwardWinner in Best Use of Mobile2018
|
2018 | Nissan North America: See The Unseen | Agency |
![]() Webby AwardsWinner - Mobile Sites & Apps, Events2016
|
2016 | UNMAS: Sweeper | Agency |
Shorty AwardsBest Media Buying Shoe-String Strategy2021
|
2021 | Gif a Little Love | Agency |
Digiday Worklife AwardBest Rewards & Recognition Program2022
|
2022 | Critical Mass | Agency |