Critical Mass


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.


Our Sectors


Financial services









Accreditations and awards

AdRodeo Fellowship Award 2022

AdAge Best Place to Work 2021

Agency Spotter Top 50 User Experience Design Agencies

AdAge Best Place to Work 2020

Campaign US Customer Engagement Agency of The Year

Digiday Work Life Awards Winner 2022 - Best Rewards & Recognition Program

Digiday Work Life Awards Winner 2022 - Best Mentorship Program

Digiday’s Greater Good Awards Winner 2022 - Public Health

2022 Drum Awards for Agency Business Highly Commended - Best Performing Agency of the Year

2022 Creativepool Top 10 Digital Agency Ranking - #2

2022 Creativepool Top 25 influential and inspiring Vice Presidents Ranking - #4

2022 BIMA 100 - CEO & Leaders

2022 BIMA 100 - Creatives & Designers

2022 AdRodeo Anvil Winner - Logo

2022 Clio Sports Bronze Winner - Integrated Digital Campaign

2022 American Business Awards Gold Stevie Winner - Brand Experience of the Year: Consumer

2022 American Business Awards Bronze Stevie Winner - Marketing Campaign of the Year: Financial Products & Services

2022 ADCC Gold Winner - Integrated Digital Campaigns

2022 Creativepool Annual People’s Choice - Best Agency to Work For

2022 Creativepool Annual People’s Choice - Branding

2022 Creativepool Annual People’s Choice - Publishing

2022 Creativepool Annual People’s Choice - Data

Meet the Team