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“We need the right creative lead”: Critical Mass UK hunting for Alistair Campbell's replacement as he heads to Guardian Labs

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By Jennifer Faull, Deputy Editor

May 22, 2014 | 2 min read

Critical Mass UK is looking to replace Alistair Campbell following his departure to take on the creative director role at Guardian Labs.

Campbell served at Agency Republic in two separate stints before it merged with Critical Mass’ UK office at the beginning of the year.

Speaking to The Drum, Matt Kwiecinski, who was managing director Agency Republic and before becoming MD Critical Mass UK as a result of the merger, explained that Campbell’s departure was not due to any tensions at the newly combined agency.

“He’s spent a few years at various agencies and we were lucky for a few years to have him at Agency Republic. It’s got nothing to do with the merger, it’s all about Al seeing an opportunity elsewhere that’s potentially more in line with what he wants to achieve.

“There are bigger opportunities here at Critical Mass and we just need the right creative, and in Conor [Brady, global chief creative officer, Critical Mass] we do have the right creative to drive us forward. We wish him well, it’s going to be the right move for him and us.

Brady is taking over Cambell’s responsibilities in the interim, and alongside Kwiecinski will oversee the hire of a new executive creative director. The pair are looking for a creative lead with a strong background both in brand communications and experience design.

As the UK office settles following the turbulent start to the year, Kwiecinski said the priority for the agency will be to focus on combining the skills of both shops to become a digital experience design agency at scale.

He added that he would be looking to make additional hires in the creative and user experience sectors later in the year.

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In a complex and fast-moving world, Critical Mass designs unparalleled brand experiences that connect with people. We were established in Calgary back in 1996, and...

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