In working through a large, complicated project for an automotive client, my team at Critical Mass faced an experience design challenge that only a gamer could solve. The features we came up with were well-received by client stakeholders, but one...
In this episode, I talk with Grant Owens, Chief Strategy Officer at Critical Mass, a digital experience design agency. We talk about the future of branding, beyond brand purpose, beyond labels, even beyond brands themselves.
Let's talk branding, 09/09/2019
In 2014, Jean Kilbourne, creator of the 1979 documentary "Killing Us Softly: Advertising's Image of Women," told Ad Age, "It astonishes me it's taken so long for others to follow in Dove's footsteps [with its 'Campaign for Real Beauty]. ... There's been so little in that vein in the last decade…
|Client||Start Year||End Year|
|European Wax Center||2019||Current|
|University of Phoenix||2019||Current|
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 though 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 work and services, mentoring our talent, and ensuring we deliver of 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.
Strategy & Planning: Customer Experience Strategy, Digital Transformation, Brand Strategy, Social Strategy, E-Commerce, Digital Identity, Technical Strategy
Experience Design: User Experience, Responsive Design, E-Commerce Design, Brand Creation, Digital Product Design, Web & Mobile Design, Voice Interfaces, Intranet Design, Physical & Spatial
Marketing Communications: Channel Planning, Integrated Campaigns, Social Programs, Content Creation & Planning, Search Marketing, Media Planning & Buying
Technology & Implementation: Solution Architecture, Prototyping, Application Development, Systems Integration, Web & Mobile Development, Search Optimization, Devops
Marketing Science: Data Strategy, Segmentation & Targeting, Attribution Marketing, Testing & Optimization, Measurement Planning & Implementation
Chief Strategy Officer
Chief Operating Officer
Chief Financial Officer
Chief Data Innovation Officer