Critical Mass

London Critical Mass

Disciplines

  • Branding / design
  • Customer experience
  • Digital

About

Critical Mass designs unparalleled brand experiences that connect with people. We got our start back in 1996 when a design visionary and a successful entrepreneur came together with a focus on digital experiences in a rapidly evolving space. Since then, we’ve helped local, national, and global brands reimagine digital and transform their businesses through strategic consulting, innovative creative ideas, and cutting-edge technology thinking. And through it all, we go the extra mile to be the best partners we can be. 

We take data, creativity, and technology and connect them so that entire ecosystems work in a seamless, dynamic, and personalized way. It’s a paradigm shift in the way digital works. We learn about each customer through research and testing, but also through every interaction (data), and we use what we learn to inform the next step. By blending forecasting, machine learning, and real-time optimization with an ownable and flexible design system (all stuff we’re really good at), brands can seize opportunities the instant they’re revealed. Customers, in turn, get a better experience and a more connected journey. Simply put, a connected ecosystem is a true win/win, and it encompasses the touchpoints the world knows well (sites, apps, and social), as well as the ones we’re just entering (the metaverse and beyond). And that’s what we’re delivering for some of the world’s greatest brands—the next frontier in digital, with a relentless focus on the customer.

We are now majority-owned (99%) by Omnicom Group Inc. (NYSE: OMC). 
Omnicom is one of the largest holding companies for global advertising, marketing, digital and communications services firms. Their global revenue is over $15 billion, and they have more than 5,000 clients in over 100 countries.

Today, we are over 1,200 employees across 12 global offices and remain true to our roots. We're transparent, honest, passionate and have a can-do attitude that our clients notice and appreciate. 



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People


Clients

Case Studies

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Case Study

Life Changing Science

By Critical Mass

GoodCell are leaders in science and medicine.  We helped them reimagine their brand—clarifying their essence and capturing their distinct character within a modern digital-first brand.

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Case Study

Face to Face

By Critical Mass

Through a series of short films, we transport viewers into the lives of the women who work “face to face” with mothers and their children in an effort to fight global maternal mortality rates.

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Case Study

Hotline Ping

By Critical Mass

We partnered with European Wax Center to create an educational, rapid-response content series on their social channels.

  • Archived Case Studies

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Case Study

Nissan Tech Drive

By Critical Mass

Using a 360 ̊, VR experience, we put technology to the test in ways no test drive ever has.

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Case Study

INFINITI QX60 Social Media Campaign for Korea

By Critical Mass

To raise brand awareness and increase sales of the INFINITI QX60 in Korea, we built a social media campaign that allows users to customize their ad experience on Facebook. We guided consumers through a unique, full-funnel purchasing journey, fit to match their lifestyle

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Case Study

Willow Biosciences 2020 Rebrand

By Critical Mass

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.

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Case Study

Quick Reactions for INFINITI Global

By Critical Mass

Taking a luxury vehicle for a ride on a racetrack is typically out of reach for most people. Using Instagram Stories, we partnered with INFINITI to create an immersive social media experience that enables users to feel like they are behind the wheel of an INFINITI Q60.

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Case Study

Falling for Milk

By Critical Mass

We partnered with Lactaid to celebrate the age-old combination of cookies and milk, with a whimsical twist.From Halloween through Christmas we delighted Pinterest planners with stop-motion videos featuring scenes made entirely of cookies and frosting.

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Case Study

BMW Build Your Own

By Critical Mass

BMW's redesigned Build Your Own (BYO) takes the concept of the online car configurator to a new level of personalization, intelligence, and fun.