Critical Mass

Critical Mass

We design experiences for brands we love. Anywhere we go, digital is our home.

1011 9th Avenue SE, Suite 300, Calgary, T2G OH7, Canada

Critical Mass Overview

Number of Employees
500 - 999
Minimal Budget
Average Hourly Rate
Year Founded
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 23 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 12 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.
1011 9th Avenue SE, Suite 300, Calgary, T2G OH7, Canada
Other Locations
225 N. Michigan Avenue, Suite 700, Chicago, Illinois 60601, United States
209 10th Avenue South, Suite 409, Nashville, Tennessee 37203, United States
200 Varick St, New York City, New York 10014, United States
75 E. Santa Clara, Sunnyvale, California 95113, United States
312 Adelaide St. West, 6th Floor, Toronto, M5V 1R2, Canada
Bankside 2, 100 Southwark Street, London, SE1 OSW, United Kingdom
Zona Franca Metropolitana, Edificio 5B-B, San Jose, 40104, Costa Rica
Juscelino Kubitschek, 1726, Sixth Floor, Sao Paulo, 04532-000, Brazil
-, Tokyo, -, Japan
10th Floor No. 33 Lockhart Road, Høng, -, Denmark
3720 76 Ave Nw, Edmonton, T6B 2N9, Canada

Areas of Expertise

  • Web Design Expertise
Web Design Expertise
Web Design Expertise
  • Responsive

Critical Mass Team Bios

  • CEO
    Dianne Wilkins
    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.
  • President
    Chris Gokiert
    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.
  • Chief Strategy Officer
    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.
  • Chief Operating Officer
    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. John has developed a great understanding of the challenges facing complex organizations and enjoys identifying and capitalizing on opportunities for improvement.
  • Chief Financial Officer
    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.
  • EVP, Talent
    Sara Anhorn
    EVP, Talent
    Sara has over 15 years of experience in Digital Marketing, Project Management and People Development on both national and international scales. As the EVP of Talent, Sara oversees HR and Recruiting.
  • EVP, General Manager, Toronto
    Mark Ashbaugh
    EVP, General Manager, Toronto
    Mark Ashbaugh is the EVP, General Manager of the Toronto office responsible for driving the office growth, strategy, and operational excellence.
  • EVP, General Manager, New York
    Darryl Braunmiller
    EVP, General Manager, New York
    Darryl leads our key B2B clients and NYC office, including SAP and Citibank. His roots in eCommerce, website and digital solutions lend the experience and expertise our clients seek when taking on complex platform and digital challenges.
  • EVP, General Manager, Costa Rica
    Jaime Escobar
    EVP, General Manager, Costa Rica
    Jaime is an experienced Internet professional with a passion for the synergy created by business, creative and technology. He has been primarily responsible for delivering business results by managing geographically distributed teams creating, developing and implementing large scale solutions.
  • Managing Director, Brazil
    André Franco
    Managing Director, Brazil
    André leads our Brazilian office, in São Paulo and has spent the last 20 years building a career in communications and digital marketing, with a strong focus on leading tech and creative teams to create meaningful experiences for companies such as Unilever, PepsiCo and Visa.
  • EVP, Business Development
    Diane Heun
    EVP, Business Development
    Diane Heun is a seasoned business development professional with a strong focus on the digital space. For 15 years, she’s been a key driver of growth for Critical Mass, whose client list includes Citi, Nissan, Apple, Marriott, J&J, Luxottica and more.
  • EVP, Managing Director, London & Hong Kong
    Andrea Lennon
    EVP, Managing Director, London & Hong Kong
    Andrea Lennon is EVP, Managing Director responsible for agency operations, leadership on existing client relationships and new business development throughout the APAC and EMEA regions. Andrea joined Critical Mass from WPP, where she served as Executive Vice President, Consumer Brand Lead.
  • EVP, Finance
    Jocelyn Loria
    EVP, Finance
    As the EVP of Finance, Jocelyn oversees CM’s Canadian business operations as well as global planning and reporting for Critical Mass. She manages a dedicated team of finance professionals in four continents.
  • EVP, Client Partner
    Deb Pasquale
    EVP, Client Partner
    Deb Pasquale is Execut Vice President, Client Partner of our Nashville office with responsibility for Nissan North America, which is headquartered there. She joined Critical Mass in 2012 as VP Client Partner on Nissan and has since led the team in launching a diverse portfolio of product experiences
  • EVP, Marketing Science
    Lisa Penelton
    EVP, Marketing Science
    Lisa has more than 25 years’ experience in modeling, analysis and optimization – 20 years of that in marketing with the last 15 blending online and offline. Today she manages a global team of data scientists, optimization experts and tracking savants all focused on brand growth & program efficiency.
  • EVP, Strategy
    Scott Hughes
    EVP, Strategy
    With a passion for all things digital and over fifteen years’ experience with Critical Mass, Scott has played a key role in driving digital strategy and customer experiences for some of the world’s biggest brands.
  • EVP, Executive Creative Director
    Steve Savic
    EVP, Executive Creative Director
    Steve creates cutting-edge digital experiences that put people right in the action. He has led work that covers the digital spectrum, from break-through transactional to brand-rich campaigns for Dell, Rolex, Nike and Nissan.

Critical Mass Clients

  • Citigroup
  • AT&T
  • Nissan
  • Apple
  • Marriott
  • U.S. Army
  • SAP