Critical Mass: Omnicom-Owned Global Digital Agency Profile

Originally published February 2010. Updated June 14, 2026.

Critical Mass is a global digital experience design agency founded in Calgary, Canada in 1996, majority-owned (99%) by Omnicom Group (NYSE: OMC), with roughly 1,500 employees across 12 offices including Calgary, Chicago, New York, Nashville, Los Angeles, San Jose, Toronto, London, Amsterdam, Hong Kong, Tokyo, and São Paulo. The firm serves brands including Apple, AT&T, Nike, BMW USA, Diageo, Airbnb, BNY Mellon, Johnson & Johnson, Citibank, Marriott, Nissan, and Infiniti.

Services and Specialties

Critical Mass provides digital experience design across strategy, brand and creative, AI, content production, media, performance marketing, experience design, social, technology, data, and automation. The agency's positioning emphasizes connected digital ecosystems through design and technology — "digital is our home," in the firm's own framing. Recent visible work spans Respawn Gum & Mints, Citi, Nissan, and a wider Omnicom global brand portfolio.

The 2010 Nutella Engagement

In February 2010, Critical Mass was named digital agency of record for Nutella Canada, part of confectionery giant Ferrero. The win was led by Cameron Bedford, then Senior Vice President and General Manager, and covered digital, interactive, social media, and online advertising. At the time Critical Mass operated as a unit of Omnicom's Star Marketing Group; Hunter PR remained Nutella's earned-media agency.

Ownership and Holding Company Context

Critical Mass became majority-owned by Omnicom in a long-running stake build. Omnicom Group is one of the largest global holding companies for advertising, marketing, digital, and communications firms, with global revenue exceeding $15 billion and clients in more than 100 countries.

Related Coverage

See EPR's PR Firms directory, the Digital PR pillar, and the Agency of Record archive.