Critical Mass: Omnicom Digital Experience Agency Profile

Critical Mass is a digital experience design agency founded in Calgary in 1996 and part of Omnicom, per the agency's own descriptions. It says it has grown to more than 1,200 employees across 12 global offices working with brands such as Apple, Nike, BMW, Airbnb, Hilton and Peloton. It is a digital agency rather than a PR firm, and EPR lists it because it sits in the same holding company as large PR networks.

Originally published February 2010. Updated October 18, 2026.

How did Critical Mass start?

The agency says it began in downtown Calgary in 1996, driven by a work ethic, a passion for designing innovative experiences and a belief that design and technology can improve people's lives. LBB's profile says it was established in Calgary in 1996 and helped clients such as Apple, Nike, Diageo and BMW reimagine digital. A Marketing Monk profile says CEO Chris Gokiert, with the company since 1998, guided its expansion from 35 employees to more than 1,000.

Date	Event	Source
1996	Founded in downtown Calgary	Netlify directory profile; LBB
1998	Chris Gokiert joins the company	Marketing Monk
2022	LBB describes 1,400-plus employees in 12 offices with a major London hub	LBB
Current	More than 1,200 employees across 12 offices	Agency description

Who owns Critical Mass?

LBB's profile says Critical Mass is proud to be part of Omnicom, one of the largest holding companies for advertising, marketing, digital and communications firms, serving more than 5,000 clients in over 100 countries. Sortlist describes it as majority owned, at 99 percent, by Omnicom Group. EPR's Omnicom Public Relations Group profile covers the group's PR division.

What does Critical Mass do?

The agency says it connects creativity, platforms and audiences, combining strategy, design, technology expertise and a relentless focus on the customer to handle the digital ecosystem needs of complex global clients. It offers end-to-end digital capabilities with three specialized studios. LBB says it helps clients make data, creativity and technology more connected, more efficient and more powerful.

Studio	Focus	Source
Curious	Customer insight and audience testing	Agency profile
Wander	Original content: film, motion, editorial and sound	Agency profile
Artbot	Master creation of static, animated and dynamic content	Agency profile

How large is Critical Mass?

The figures vary by source and date. The agency's current description says more than 1,200 employees across 12 global offices, LBB's 2022 profile says more than 1,400 in 12 offices, and Built In's company page says a group of over 950 working in 11 offices.

How does Critical Mass fit with Omnicom's PR agencies?

Critical Mass handles digital experience design while sister Omnicom units handle PR. See EPR's Omnicom Public Relations Group, Golin Ketchum and Weber Shandwick profiles, plus the digital marketing pillar.

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Related: PR agency profiles directory · Omnicom Public Relations Group · Digital marketing · Technology PR