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Critical Mass Announces Experience Distribution Practice

Critical Mass (Business Wire) - 19 August 2009

Critical Mass Announces Experience Distribution Practice

Critical Mass logoCALGARY, Alberta & CHICAGO--(BUSINESS WIRE)--Critical Mass (, a digital marketing agency and unit of Omnicom’s Star Marketing Group (, today announced the creation of its Experience Distribution practice. Focused on driving consumer engagement at the point of need, the group’s proprietary methodology aligns business objectives and consumer insights to relevant marketing channels, and evaluates success across the breadth of digital initiatives—ultimately connecting brands with customers on their terms.

“Online behavior has fragmented into nearly infinite touch points—yet each one can be incredibly important in the total customer experience,” said Scott Shamberg, Senior Vice President, Marketing & Distribution, Critical Mass. “We believe marketing today is about conversation, dissemination and brand relevance. Our focus is building distributed experiences with purpose, not to interrupt, so they serve the customer and their needs uncovered in the planning process,” Shamberg added. Beyond the site, the group’s aim is to deliver portable content wherever the consumer is—from banners, email and widgets to mobile, social and video experiences—and to install the most effective method of measurement.

Critical Mass’ Distribution Methodology is based on a rigorous analysis of consumer behavior in order to identify clients’ Consumer Engagement Opportunity. Once business objectives and consumer insights are determined, the group implements a proprietary scoring methodology—based on Searchable, Syndicated, Situational and Social content—to prioritize and recommend the best avenues to influence desired consumer behavior. Measurement is the final step to evaluate effectiveness and evolve recommendations based on key learnings.

“Experience Distribution is about listening, learning, and capitalizing on relevance to drive conversion,” said Dianne Wilkins, Chief Executive Officer, Critical Mass. “Portable brand engagement and social media are tightly tied in our future view of the digital landscape and our business has evolved to meet that need,” Wilkins added.

According to Wilkins, breaking down traditional silos between disciplines such as strategy, media planning and search is a key point of differentiation. “Our Experience Distribution Methodology is integrated across all delivery teams. We believe this holistic approach leads to extraordinary brand experiences—ones that deliver relevance and customer value,” Wilkins said.

About Critical Mass

Critical Mass (, an Omnicom digital marketing agency, 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’ business. Consistently recognized by Forrester Research as a leading interactive agency, Critical Mass operates globally from offices in Calgary, Toronto, Chicago, New York, London, Costa Rica, and Amsterdam. For additional information, visit our website:, our blog:, or follow us on twitter: @criticalmass.

About STAR Marketing

STAR Marketing (, a division of Omnicom Group Inc. (NYSE: OMC) (, is a network of Customer Relationship Management agencies and specialist services. STAR works with its clients on all aspects of CRM from strategic planning to program development and execution to campaign measurement. STAR companies have leading expertise in offline and online media, interactive, direct, digital, analytics, teleservices, e-mail, strategic consulting, and process improvement. Clients may access some or all of our capabilities directly or through a single point of contact to maximize campaign performance and ROI.

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Celia Jones


Critical Mass

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