Overview

Company Summary

In a complex and fast-moving world, Critical Mass designs unparalleled brand experiences that connect with people. We were established in Calgary back in 1996, and since then we’ve helped global clients like Apple, Nike, Diageo, and BMW (and hundreds more over the years) reimagine digital and do what no one else in their category can do. Today, we’re over 1,400 digitally obsessed employees in 12 offices, across Europe, Asia, and North America—with a major, full-service hub in London.   What makes us different? We truly understand every part of our clients' digital ecosystems, and we deliver success by making data, creativity, and technology more connected, more efficient, and more powerful. Of course, digital never stands still, but neither do we. We help brands seize opportunities so that their customers get a better experience and a more seamless, dynamic, and personalised experience everywhere they go. We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries). No matter how much digital changes, one thing will always stay the same—who we are. We’re a transparent, honest, values-driven, passionate partner with a can-do attitude that our clients notice and appreciate.  We’re Critical Mass, but our friends call us CM. Please call us CM.

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Staff

Total Number of Employees

Office Employees: 51-100
Total US: 500+
Total Worldwide: 500+

Chris Gokiert
Chief Executive Officer
Chris Gokiert is the CEO of Critical Mass, an award-winning digital marketing and experience design agency. Chris is the driving force behind the development of the agency’s capabilities and integrated client offerings, and leads the team to consistently innovate and advance Critical Mass’ strategic vision.

Since joining Critical Mass in 1998, he has been instrumental in the growth and success of the agency, expanding the team from just 35 people in one Calgary office to over 1,000 employees across 11 global offices. Chris leads key client relationships across continents, including the launch of major multidimensional initiatives for Nissan, INFINITI, adidas and AT&T.

Chris’ authenticity is what sets him apart, both with clients and in the industry. He wins new business and leads client accounts with honesty and realness – not salesmanship and fake swagger. Whether he’s in a pitch meeting, the boardroom, or spending a late night in the trenches, he is constantly encouraging his team to push the boundaries of innovation and achieve their full potential.

Prior to his role as CEO, Chris served as President of Critical Mass for over a decade. Under his strategic leadership and dedication to excellent client service, Critical Mass has been recognized as an A-List Agency, Best Engagement Agency, Top UX Design Agency, Best Agency to Work For, Employer of the Year, and Best Place to Work. Chris himself was voted Influencer of the Year at the prestigious Creativepool Annual. Industry comments and POVs from Chris have been published in The Washington Post, Adweek, Campaign, creativebrief and more.

When not traveling from office to office, Chris resides in Calgary with his three girls, wife and two dogs – enjoying all the Canadian Rockies have to offer. Fun fact about Chris, he holds a master’s degree in Classical Archaeology.

Diane Heun
EVP, Business Development
Diane Heun is a seasoned business development professional with a strong focus on the digital space. For over 20 years, she's been a key driver of growth at Critical Mass, whose client list includes Apple, BMW US, Diageo, Nissan, J&J, Peloton, BNY Mellon, and more. Di's track record of success spans financial services, automotive, healthcare, consumer goods, travel, retail, and luxury. She believes that CM's core capabilities (brand, experience design, technology, and digital innovation) can provide powerful solutions to today's toughest business, brand, and customer challenges—and she backs that belief with a proven ability to relate the agency's values and approach to the needs of global brands and the complex ecosystems they live within.

Val Carlson
Chief Creative Officer
Val is the Global Chief Creative Officer for Critical Mass.

She’s an avid storyteller with over 20 years of creative experience. She has worked across many disciplines ranging from design, product, AR/VR, film, brand strategy, marketing, retail innovation, gaming and applications for some of the world’s biggest brands like FOX Entertainment, JP Morgan Chase, Coke, Microsoft, AT&T, Honda, Kraft, Treasury Wine Estates, Lululemon, and many others.

Prior to joining CM, Val was the ECD for Wunderman Thompson California, where she focused on digital transformation and loyalty experiences. Prior to that, she was the Global VP Creative at Method Products (People Against Dirty), where she led global creative and innovation for Method and Ecover brands. Before that, she was the Executive Creative Director at EVB, where she lead work for the NBA, Facebook, Twitter and Mamba Candy. She was also the Executive Creative Director, Global Innovation Lead at SapientNitro, where she lead the AVATAR digital ecosystem for James Cameron’s Lightstorm. Earlier in her career, Val held several top creative positions at Razorfish.

Val taught college level graphic design at an engineering school for seven years before jumping into digital in 2000. It is her love for teaching that has helped her mentor and lead in an industry where it is hard for women to succeed. She is also an advocate for women’s diversity and junior talent programs, leading them at several agencies over the years.

She has a huge passion for ecosystem connections, interface layer personalization and the evolution of e-commerce. TWITCH, Minecraft and old school games fascinate her and she believes mixed reality, streaming and experiential models can unlock solutions to business problems in ways that traditional marketers haven’t tapped into yet.

She holds a Bachelor of Science from Bradley University.

Grant Owens
Chief Strategy Officer
Grant 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.

Sara Anhorn
Chief Talent Officer
Sara has nearly 20 years of experience in digital marketing, project management and people development on both national and international scales. As the Chief Talent Officer, Sara oversees human resources, talent acquisition, learning and development and internal communications. She and her team are responsible for crafting, preserving, and enhancing the employee experience that upholds Critical Mass’ culture, values, and good intentions. She was named Digiday’s 2020 HR Leader of the Year in the Worklife Awards.

Sara has an employee-first mentality with the belief that inspired talent leads to successful work, satisfied clients and strong business results. With almost 20 years of experience at the agency in various capacities and geographies, Sara strives to bring people together and get the most out of her teams. Prior to this role, Sara served as EVP, Talent and before that as VP Project Management and VP, Global Business Operations where she established and maintained global operational standards for an array of CM clients, including Nissan, Infiniti, Citibank, and BMW. Her digital capabilities include large-scale e-Commerce projects, content management systems, integrated marketing campaigns, prototype and usability testing.

Sara recently relocated back to Canada and is enjoying rediscovering the Rockies with her family.

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 son.

Dianne Wilkins
Chair
In her 23 years with Critical Mass, Di has held many influential positions—managing director, coach, entrepreneur, and leader for teams and clients. 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. The vision and values that define her leadership have likewise propelled Critical Mass to continued and consistent success. Today, Critical Mass is widely recognized for its breadth and depth of services, its vibrant agency culture, its purpose-driven mindset, and its unwavering commitment to client service.

Under Di’s leadership Critical Mass has been recognized across the industry as an A-List Agency, Best Engagement Agency, Top UX Design Agency, Best Agency to Work For, and Employer of the Year. Di herself was recently included among Campaign’s 40 Over 40 list and named Top Boss in the Digiday Worklife Awards. Industry comments and POVs from Di have been published in The New York Times, Forbes, Ad Age, Adweek, The Drum, and Campaign, and she's been interviewed on a number of podcasts, including Real Famous, A Call to Action, and Fearless Creative Leaders

Di is also currently Chair of the Board at Fast & Female, a charity whose mission is to empower girls by keeping them in sports. She is also a past board member at the House of Anansi Press and currently works with a number of startups as both a strategic advisor and investor. In addition, Di is the co-founder and Managing Partner of a private activist investor fund that has set out to prove that public companies with a female CEO are inherently more diverse and achieve stronger financial performance as a result.

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Clients and Brands

Client & Brands	Start Date
Hilton Hilton	01-01-2022
AT&T AT&T	01-01-2009
BNY Mellon BNY Mellon	01-01-2019
BMW USA BMW USA	01-01-2016
1-800 Flowers 1-800 Flowers	01-01-2022
Diageo Diageo	01-01-2021
Apple Apple	01-01-2015
AirBnb AirBnb	01-01-2020
Nissan Motor Co. Nissan Motor Co.	01-01-2010
Peloton Peloton	01-01-2022

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Billings & Revenue

Billing / Revenue Ranges	Number of Clients

Total Gross Media Placed by this Office

Allocation Percent of Media Placed by this Office
Local Broadcast: 1%
National Broadcast: 1%
Digital: 87%
Print: 1%
Out of Home: 10%

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Types of Services

Service Offering	Revenue
Design	25
Digital/Interactive | Website Development, Hosting, Monitoring	20
Digital/Interactive | Mobile and Wireless	10
Digital/Interactive | Blogging Discussion Forums, Community Building	10
Digital/Interactive | E-Commerce Solutions	10
Marketing Data Analytics	10
Media Buying	5
Digital/Interactive | Search Engine Marketing	5
Media Planning	5

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Industry Experience

Financial services | Banking - Consumer
Technology | .com business
Technology | communications
Automotive | aftermarket
Healthcare | managed care
Financial services | investments
Recreation & Sports | sporting goods
Telecommunications
Philanthropy
Technology | consumer electronics
Aerospace
Recreation & Sports | toys & games
Consumer Services
Home Products | housewares
Home Products | Home Improvements (hardware, paint, plumbing, gardening)
Travel | automobile rental
Gambling | lotteries
Retail
Recreation & Sports | hobbies
Household Supplies
Travel | vacation home rentals
Tobacco
Automotive | vehicles
Food & Beverage | soft drinks
Apparel & Fashion | footwear
Food & Beverage | food
Luxury & Imported products
Media | broadcasting
Healthcare | pharmaceutical
Travel | tourism
Healthcare | medical products
Home Products | home furnishings
Food & Beverage | alcoholic beverages
Entertainment & Culture | amusement parks
Business Services & office products
Food & Beverage | pet food
Restaurants
Apparel & Fashion | jewelry & accessories
Government | military & defense
Apparel & Fashion | apparel
Industrial, Manufacturing & chemicals
Healthcare | direct to consumer (DTC)
Technology | electronics
Healthcare | Hospitals, Healthcare Facilities, Medical Services
Education
Travel | hotels & resorts
Real Estate | buildings & construction
Travel | airlines
Financial services | credit cards
Cosmetics, perfumes & toiletries
Technology | computer hardware & software
Appliances

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