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What? Critical Mass announces new hires and a merger with Agency Republic in London.
Why it matters? The agency has new executives for its global operations to expand the business.

critical.massCritical Mass, a global digital agency, is bolstering its global network with the addition of two new executive leaders and merging its London-based operations with digital creative pioneer Agency Republic.

Conor Brady and Chris Hayes join from Brooklyn-based Huge as CCO and CMO respectively. Both roles are new for the agency, and both executives will report directly to CEO Dianne Wilkins.

In addition, to continue growing its global network and capabilities in key markets, Critical Mass is merging its UK operations with Agency Republic.

Dianne Wilkins, CEO of Critical Mass, explained, “It takes bold moves to be a leader in today’s marketing agency world. With our new global executives and expanded UK operations, Critical Mass is doubling down on our ability to create smart, customer-centered brand experiences around the world. Today’s news shows our substantial commitment to further strengthening our capabilities and talent available to our global clients.”

Susanne Jones, former Managing Director of Critical Mass London, moves into a new strategic role as SVP Client Partner for one of the agency’s largest global clients.

What? Critical Mass adds Jaime Escobar as General Manager of Latin American Operations. Why it matters: Critical Mass is an Omnicom digital agency that operates globally with eight offices in North America, Europe and Latin America.

JaimeEscobarJaime Escobar has been named operations director of The Hangar and general manager of the recently announced Critical Mass LatAm, to its executive team. As part of the executive leadership team, Jaime will influence Critical Mass’ strategic growth plan and operations, including expansion of full-service agency services in the region and digital production services for marketers and agencies.

Dianne Wilkins, CEO of Critical Mass, commented, “Under Jaime’s management, The Hangar Interactive has grown into a hotspot for Latin American digital talent and high-quality production, while establishing a new hub for Critical Mass to service clients in the region.”

Under Jaime’s leadership over the past three years, The Hangar Interactive has grown revenue by 30 percent annually and built specialty services, including marketing science support, mobile app development and illustration for clients such as Nissan, Citi and agencies such as RAPP.

In the past year, The Hangar has also brought on Miguel Alvarez as Director of Technology and Melania Madriz as Manager of Human Resources.

Digital media agency Critical Mass is opening a new unit in Puerto Rico.

The new unit will create, plan and support marketing strategies for Critical Mass’s global clients. Initially most of the new unit´s work will be done for client Hewlett Packard.

Dianne Wilkins, CEO of Critical Mass, made the announcement today at Portada LatAm Summit. Critcal Mass, owned by Omnicom, is planning to open additional offices in key Latin American cities.

Jaime Escobar is the General Manager of the new unit. Critical Mass had already established a digital production facility in Costa Rica five years ago.

In Latin America, consumers’ media consumption and shopping habits are evolving at an unprecedented rate. Today, there are more active social network users in the region than North America[1] and mobile phone penetration is nearing 70% of the population[2]. Digital advertising is still only a fraction of the media dollars spent, but that is quickly changing with 20% growth over the next four years[3]. In e-commerce, over 30% of internet users now shop online, a population that continues grow in the double digits each year[4]. And there’s no sign of this shift changing in the near future.

Dianne Wilkins, CEO of Critical Mass commented: “As global digital agency of record to world-class brands such as HP, Critical Mass creates extraordinary experiences that customers want to use. As consumers habits in Latin America are changing, brands need to strongly consider how they create a cumulative customer experience – across channels, devices, borders and time – and Critical Mass is strongly positioned to be the global and regional partner to provide universal programs and local experiences.”

Staff

Leading Critical Mass Latin America is Jaime Escobar, General Manager, who will report into COO John McLaughlin. Working with Jaime are Enrique Ottone, Creative Director and Miguel Alvarez, Technology Director. Before moving to San Jose, Jaime and Enrique both worked at Critical Mass in the agency’s offices in Toronto and Calgary, respectively.

Miguel Alvarez joined Critical Mass as Technology Director from Possible Worldwide in Costa Rica, where he managed development and QA across multiple accounts and geographically distributed teams. Jaime will oversee the agency’s growth and operations, supporting global clients such as HP. Miguel will manage the strategy and development for clients’ technology needs across numerous time zones.

In addition to the leadership team, Critical Mass is developing and recruiting for regional talent in the areas of creative, strategic planning, account management and marketing science. The agency will also relocate talent from its global network to the region.

Digital marketing agency Critical Mass is opening a new unit in San Jose, Costa Rica.

The new unit will create, plan and support marketing strategies for Critical Mass’s global clients. Initially most of the new unit´s work will be done for client Hewlett Packard.

Dianne Wilkins, CEO of Critical Mass, made the announcement today at Portada’s LatAm Summit. Critcal Mass, owned by Omnicom, is planning to open additional offices in key Latin American cities. Critical Mass had already established a digital production facility in Costa Rica five years ago.

In Latin America, consumers’ media consumption and shopping habits are evolving at an unprecedented rate. Today, there are more active social network users in the region than North America[1] and mobile phone penetration is nearing 70% of the population[2]. Digital advertising is still only a fraction of the media dollars spent, but that is quickly changing with 20% growth over the next four years[3]. In e-commerce, over 30% of internet users now shop online, a population that continues grow in the double digits each year[4]. And there’s no sign of this shift changing in the near future.

Dianne Wilkins, CEO of Critical Mass commented: “As global digital agency of record to world-class brands such as HP, Critical Mass creates extraordinary experiences that customers want to use. As consumers habits in Latin America are changing, brands need to strongly consider how they create a cumulative customer experience – across channels, devices, borders and time – and Critical Mass is strongly positioned to be the global and regional partner to provide universal programs and local experiences.”

Staff

Leading Critical Mass Latin America is Jaime Escobar, General Manager, who will report into COO John McLaughlin. Working with Jaime are Enrique Ottone, Creative Director and Miguel Alvarez, Technology Director. Before moving to San Jose, Jaime and Enrique both worked at Critical Mass in the agency’s offices in Toronto and Calgary, respectively.

Miguel Alvarez joined Critical Mass as Technology Director from Possible Worldwide in Costa Rica, where he managed development and QA across multiple accounts and geographically distributed teams. Jaime will oversee the agency’s growth and operations, supporting global clients such as HP. Miguel will manage the strategy and development for clients’ technology needs across numerous time zones.

In addition to the leadership team, Critical Mass is developing and recruiting for regional talent in the areas of creative, strategic planning, account management and marketing science. The agency will also relocate talent from its global network to the region.

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