Critical Mass Expands Global Footprint with Regional Hub in Latin America


Critical Mass Expands Global Footprint with Regional Hub in Latin America

CALGARY, Alberta--(BUSINESS WIRE)-- Critical Mass, an Omnicom digital agency, is building its global network, opening a Latin American hub to address demand from global clients. At launch, Critical Mass Latin America will support HP with regional projects as part of its role as global digital agency of record.

CM LatAm leadership team (left to right): Enrique Ottone, Jaime Escobar, Miguel Alvarez (Photo: Busi ...
CM LatAm leadership team (left to right): Enrique Ottone, Jaime Escobar, Miguel Alvarez (Photo: Busi ...

CM LatAm leadership team (left to right): Enrique Ottone, Jaime Escobar, Miguel Alvarez (Photo: Business Wire)

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 America1 and mobile phone penetration is nearing 70% of the population2. Digital advertising is still only a fraction of the media dollars spent, but that is quickly changing with 20% growth over the next four years3. In e-commerce, over 30% of internet users now shop online, a population that continues to grow in the double digits each year4. 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."

Critical Mass' Latin America office is located in San Jose, Costa Rica, sharing an office with The Hangar Interactive, a digital production facility wholly owned by the agency. Founded in 2009, and profitable within two years, the success and experience of building The Hangar Interactive helped Critical Mass to see the potential in the regional talent pool and the accessibility of the marketplace. Today, The Hangar Interactive is now home to more than 90 digital designers and developers.

"Throughout the Omnicom agency network, we've seen strong demand for an agency partner to help global brands address their digital business needs in Latin America," said Carmen Baez, President, DAS Latin America at Omnicom Group. She added, "Critical Mass has a deep understanding of the complexity of digital communications options facing consumers today. They are the perfect partner to help companies create a well-rounded brand experience for their customers over time. With its strong global agency of record relationships and experience setting up a successful business in Latin America, Critical Mass is well positioned to succeed as the digital agency leader in the region and around the world."

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 from Possible Worldwide in Costa Rica, where he managed development and QA across multiple accounts and geographically distributed teams.

As General Manager, Jaime will oversee the agency's growth and operations, supporting global clients such as HP, as well as growing new client relationships. Enrique will lead the creative vision and output for the office, focusing on developing talent that combines creativity, simplicity, aesthetics and technology to create innovative and effective digital marketing solutions. In his new role as technology director, 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.

About Critical Mass

Critical Mass ( helps the world's leading companies use digital media to create extraordinary experiences—experiences that bring together creative thinking, smart ideas and emerging technologies to drive our clients' businesses. An award-winning agency consistently recognized as a leader in the digital marketing arena, Critical Mass operates globally from offices in Calgary, Toronto, Chicago, New York, Nashville, London, Amsterdam and Costa Rica. Critical Mass is a part of Diversified Agency Services, a division of Omnicom Group Inc.

About Diversified Agency Services

Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYS: OMC) (, manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.

About Omnicom Group Inc.

Omnicom Group Inc. ( is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

Notes to editors:

Press kit available for download here:

1 eMarketer, February 2012: Worldwide Social Network Usage - Market Size and Growth Forecast

2 eMarketer, March 2012: The Global Media Intelligence Report - 2012

3 eMarketer, December 2012: Digital Ad Spending Growth Worldwide, By Region and Country, 2011-2016

4 eMarketer, July 2012: B2C Ecommerce sales in Latin America, by Country, 2010-2014

Photos/Multimedia Gallery Available:

Media contact:
Critical Mass
Katy Zack, +1 646 895 3288

KEYWORDS: United States North America Central America South America Canada Caribbean Costa Rica Illinois New York


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