Critical Mass

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Critical Mass is a leading digital agency, originating in Canada but working primarily in the US. It has gradually established a global network, not least through the acquisitions of The Hangar, a creative specialist in Costa Rica, and the absorption of London digital shop Agency Republic. Originally part-owned by Omnicom, the US group bought full control at the end of 2014.

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Click here for an Adbrands Snapshot of Critical Mass (subscribers only). Adbrands Snapshots provide a summary analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and identify key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 19th Nov 2015: Omnicom is merging Chicago-based social media agency Zocalo Group, currently a unit of PR network Ketchum, into its larger sibling Critical Mass. Omnicom acquired the business in 2007, aligning it with Ketchum. However, "the synergies really were not there in the way I think we all had hoped they would be," according to Zocalo Group founder and CEO Paul Rand. "In turn, Critical Mass certainly had some social capabilities, but it wasn't their core. They found they were getting more and more requests for social and word-of-mouth and influencer things and turning them down. It became a growth opportunity."

Adbrands Weekly Update 9th Jan 2014: Omnicom's standalone UK digital shop Agency Republic is being absorbed into global network Critical Mass. The latter already has a field office in London, but this will be upgraded to a full-service operation following the injection of Agency Republic, whose management team will take over control of the combined business. Agency Republic was originally created in 2001 as a joint venture between the UK office of one-time interactive giant and direct marketer Claydon Heeley. 

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