A Digital Experience Design Agency with a relentless focus on the customer.
Critical Mass was founded when a design visionary and a successful entrepreneur came together with a focus on digital experiences in a rapidly evolving space. Over the next 20 years, we helped global brands reimagine digital and transform their businesses through strategic consulting, innovative creative ideas, and cutting-edge technology thinking.
Today, we are 950 employees across 11 global offices. Even though we’re much bigger than when we started out in Calgary, we remain true to our roots—we’re transparent, honest, passionate, and have a can-do attitude that our clients notice and appreciate. Our executive and global leadership team use an open and accessible management style to drive our success on all fronts: innovating our services, mentoring our talent, and ensuring we deliver industry-leading work. We believe this is core to our success as a digital leader.
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.
Shorty Awards: Best Use of Gamification for ASICS Tap-to-Fly
Shorty Awards: Finalist in Best Use of Instagram Story for ASICS Tap-to-Fly
AdRodeo Anvils: Best Use of Mobile for Nissan See The Unseen
AdRodeo Anvils: Best Use of Innovative Technology for Nissan See The Unseen
Creativity International Awards: Best in Show in Augmented Reality for Nissan See The Unseen
Creativity International Awards: Platinum Award in Integrated Campaign for Travel Alberta Ready
Creativity International Awards: Platinum Award in Self-Promotion Website for Canada 150 You’re Welcome
Creativity International Awards: Silver Award in Non-Profit Website for Clara Lionel Foundation Site Redesign
Golden Award of Montreux: Winner in Temporary Brand Communication for Bayer Summit Stairs
Cannes Lions: Bronze Lion in Mobile, 360 Video for Nissan Battle Test
Effies North America: Finalist in B2B for SAP Live Business
Webbys: Honoree in Professional Services Websites for McKinsey Careers
Webbys: Honoree in Best Homepage Design, School/University for Quinnipiac University
Shorty Awards: Bronze in Data Visualization for Clorox Flu Tracker
Interactive Media Awards: Best in Class for Travel & Tourism for miamiandbeaches.com GMCVB Website
Horizon Interactive Awards: Bronze in Travel for miamiandbeaches.com GMCVB Website
Webbys: Winner in Mobile, Events for UNMAS Sweeper
Effies: Bronze in B2B for Run Simple for SAP
D&AD: Wood Pencil in Digital Design Application for Nissan Diehard Fan
New York Festivals: Finalist in Media & Entertainment, Mobile Applications for Nissan Diehard Fan
New York Festivals: Finalist in Best Use of Digital, Interactive Application for Nissan Diehard Fan
ClioSports: Silver in Digital/Mobile Application for Nissan Diehard Fan
Cannes Lions: Bronze in Digital Craft, Augmented Reality for Nissan Diehard Fan
MMA’s Smarties Awards: Bronze in Mobile Application for Nissan Diehard Fan
McKinsey & Co
Norwegian Cruise Line
Dianne Wilkins, Chief Executive Officer: As CEO of Critical Mass, Dianne’s passion is doing extraordinary work that transforms clients’ businesses by improving customers’ lives. In her 19 years with Critical Mass, Dianne has held many influential positions—managing director, coach, entrepreneur and leader for teams and clients. She started with Critical Mass in Stockholm, leading Saab on a global basis. After two years, Dianne relocated to Calgary where she was promoted to CEO in January 2006. Di continues as CEO and now resides in New York. Since joining Critical Mass, Dianne has been actively involved with clients as diverse as Citi, P&G, Nissan/Infiniti, AT&T and adidas. Di brings a blend of client service and strategic thinking to her clients and teams, believing strongly that Critical Mass is an indispensable and strategic agency partner to clients. Di has seen first hand that as businesses work to transform themselves, the best results come from focusing on customer-centricity and designing experiences that make things easier, faster, simpler, more rewarding and more entertaining for customers. During her tenure, Critical Mass and its affiliate organizations have grown from 25 people in Canada to 950 employees working in numerous locations around the globe. Critical Mass has been recognized for its remarkable work across world-class brands and digital experiences. Di received an MBA while pursuing a career as a golf pro. Her passion for the game attracted her to Critical Mass in its early days, when the agency designed instructional CD-ROM’s for golf. She immediately recognized the potential of digital and the Internet and never looked back, helping to mold the company into a forward-looking digital agency from its infancy. While her golf handicap has suffered, the Critical Mass team and their clients have benefited from her strong leadership and strategic vision. -Inspired by positive change and the warmth of the sun.
Chris Gokiert, President: Chris Gokiert is the President of Critical Mass, overseeing key client relationships, the development of service offerings and the operations of the company. He came onboard in 1998 when the company had only 35 people and has led key global client relationships ever since, helping to grow the company from one office in Calgary to eleven offices located around the world. Chris is responsible for overseeing the growth of the company and evolving our services to keep pace with an ever-changing digital landscape. His strategic leadership and dedication to client service have been instrumental in the launch of major multi-channel initiatives for Nissan, Infiniti, Budweiser, Adidas and AT&T. Every day, Chris brings a relentless focus on transforming our clients’ businesses, a goal he pursues and achieves by building collaborative environments for our clients and teams.
Conor Brady, Chief Creative Officer: Conor Brady, a renowned creative leader, is a passionate believer in the power of great storytelling, experience design and design craft across all media. For Conor, these are core approaches to solving our clients’ business problems. In his role as Chief Creative Officer at Critical Mass, he oversees all the agency’s work and drives creative excellence on a global scale. Conor has nearly a decade of experience as a Chief Creative Officer at digital agencies Huge and Organic. Throughout his career, he has worked with many of the world’s largest and most admired brands, a few of which include Nike, Pepsi, Audi, Hilton, Citi and Samsung. His work has won awards across the globe from Cannes to London to Asia. He is also a regular member of some of the industry’s most respected award juries, having served as a judge on the Design Jury at Cannes (twice), The Andy’s, the D&AD awards and the Webby’s. Born in Belfast, he began his career by helping create the first 100 book covers for Vintage Paperbacks at Random House in London and then moved into the music industry as a creative director at Universal Music/Polygram, designing record covers.
Grant Owens, Chief Strategy Officer: Grant Owens is the Chief Strategy Officer at Critical Mass. His role at the agency is to lead strategy teams across the globe to ensure the agency is relentlessly focused on designing meaningful experiences that improve customers’ lives. Grant has a track record of building strong teams that deliver best in class, strategically driven work. Prior to joining CM, Grant was with Razorfish for more than 10 years. Most recently as GVP Head of Planning, he was responsible for digital strategy for clients such as Spotify, Mercedes-Benz, Ford, Viacom, CBS Radio, BMW and CNN. Grant also spent four years working in planning at Euro RSCG 4D. Grant also serves as Adjunct Professor at New York University, where he has taught for more than two years. He graduated from Miami University (Ohio) with a B.A.
Lee Tamkee, Chief Financial Officer: With over 20 years of experience in entrepreneurial, start up, turnaround and corporate environments, Lee is well-equipped to lead Critical Mass’s pursuit of operational excellence. In addition to leading the Finance and Support Services group at Critical Mass, Lee collaborates with the Leadership team to ensure that employees have access to the best resources, the best facilities and an inspiring environment to work in. He champions Critical Mass’s cause for profitable growth and operational success—all while never failing to appreciate the importance of having fun. Prior to Critical Mass, Lee was an integral member of the executive teams at both Bell and Rogers Wireless in Western Canada, which included the launch of Bell Canada’s expansion into Western Canada. While he is not quick to tell you, Lee is an accomplished athlete, having represented Canada in many international competitions as a member of the National Field Hockey team. The inherent drive for success, commitment to excellence and passion for teamwork has followed Lee into his role with Critical Mass.
John McLaughlin, Chief Operating Officer: As Chief Operations Officer, John is charged with overseeing the efficiency of the Agency’s process and quality of its work product. Since joining Critical Mass in 1999, he has progressed through several roles in the organization. Through his experience leading individual projects, large-scale client teams and entire offices, John has developed a great understanding of the challenges facing complex organizations and enjoys identifying and capitalizing on opportunities for improvement. With a Master’s Degree in Integrated Marketing from Northwestern University, John believes in the power of data and analytics to drive business and organizational decisions. He also holds a degree in journalism with a concentration in advertising and business administration from Ohio University. His free time is occupied by baseball, cheesy science fiction novels and chronicling the adventures of his 2-year-old son.
Pedro Laboy, Chief Data Innovation Officer: Pedro is Chief Data Innovation Officer at Critical Mass. As a data scientist, strategist and technologist, Pedro helps clients navigate the increasingly complex landscape at the intersection of data and technology. Before joining Critical Mass, Pedro was EVP for Marketing Transformation and Performance for MRM//McCann. Over his 20-year career, he has worked with top global brands, including Mastercard, Mattel, L’Oreal, Kraft, HBO, Expedia, Nestle, Cigna, Logitech, Caterpillar, USPS and Dell. Pedro is a thought leader in the industry, frequently speaking on topics like marketing technology, data science and marketing transformation. He has earned a Bachelor of Science in Economics, a Master in International Economics and a Master in Business Administration. In addition to his vast services experience, Pedro is also a former Paratrooper who speaks 4 languages.
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Critical Mass is a global digital experience design agency headquartered in Calgary, Alberta, Canada with offices in Chicago, Cupertino, Hong Kong, London, Los Angeles, Nashville, New York, San José, São Paulo, and Toronto