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. 



Connect


People


Clients

Insights

Ownership
Group owned
Established
1996
Number of Staff
1000+
Turnover
Not Disclosed

Ethos

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. 


Culture

From our start, our unique culture has been the very essence of who we are and how we work. Coming from Calgary, rather than Madison Avenue, we had to prove something that many other agencies did not. We had to fly farther, try harder, and sleep a little less. But we embraced a kind of scrappy underdog culture and married it to our Canadian-bred inclination to be humble. Our roots propelled us in our mission to do extraordinary things with digital, and now that we can do extraordinary things, we find it more valuable than ever to stay connected to those roots. They shape our values, and they shape the kind of agency we want to grow into.

Our culture makes us very selective about who we hire, and how we build ourselves. We look for people who are among the best at what they do, but we also look for the best fit—people who seem to feel at home the moment they walk through our door. We work hard to foster a culture that attracts open-minded, collaborative, passionate people. We also like people who bring unique perspectives and want to encounter other unique perspectives in turn. A diverse range of views always builds a stronger organization, and that’s what we have: a diverse group of people who bring unique ideas and have a passion to deliver something truly excellent

Locations

CALGARY CHICAGO NEW YORK

Awards

CEO & Leaders - Clare Hart

BIMA 100


Creatives & Designers - Neil Cooper

BIMA 100


Gold Stevie Winner - Brand Experience of the Year: Consumer

Stevies Awards


Bronze Stevie Winner - Marketing Campaign of the Year: Financial Products & Services

Stevies Awards


AdAge Best Place to Work

Ad Age Awards


Best Interactive Execution - INFINITI

Mediapost Awards