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Critical Mass merges London office with Agency Republic as part of wider global network changes

Critical Mass has today merged its London arm with Agency Republic, a digital shop with 20 executives, in addition to making a number of key global hires.

Matt Kwiecinski

Effective 18 January, the newly formed entity will take on the Critical Mass name and work from Critcal Mass' Covent Garden offices under the leadership of Agency Republic managing director, Matt Kwiecinski. Creatively, the merged Critical Mass team will be headed up by Agency Republic executive creative director Alistair Campbell.

Kwiecinski commented what the move means for Agency Republic, explaining that clients now want operational scale and greater efficiencies, as well as creativity.

“Teaming up with Critical Mass allows us to realise our ambitions to be a digital transformation partner, giving our clients and our team a larger global footprint and greater operational resources,” he said.

“With similarly strong entrepreneurial cultures, we believe Critical Mass is the best partner to realise our vision to be the creatively-driven digital agency partner for our clients across the entire customer brand experience.”

In addition to the merger, Critical Mass has hired Conor Brady and Chris Hayes as global chief creative officer and chief marketing officer, respectively.

Both roles are based in New York and are new for the agency. Brady and Hayes, who have together joined from Huge, report directly to CEO Dianne Wilkins. She said: “It takes bold moves to be a leader in today’s marketing agency world. With our new global executives and expanded UK operations, Critical Mass is doubling down on our ability to create smart, customer-centered brand experiences around the world. Today’s news shows our substantial commitment to further strengthening our capabilities and talent available to our global clients.”

In addition, Susanne Jones, former managing director of Critical Mass London, has been promoted to SVP Client Partner, a role which will see her work with one of the agency’s largest global clients.

The shake-up comes on the back of a year which saw Critical Mass move firmly into the Latin American market, with the opening of a regional hub in Costa Rica.

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Jennifer Faull

The Drum senior reporter Jen Faull provides news and insight on the latest developments in retail and FMCG.

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