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Critical Mass appoints Jamie Escobar to head up new Latin American office


By Jennifer Faull | Deputy Editor

June 5, 2013 | 2 min read

Critical Mass, an Omnicom digital agency, has announced the opening of a Latin American hub to address demand from global clients.

Leading Critical Mass Latin America is Jaime Escobar, general manager, who will report into COO John McLaughlin. Working with Escobar are Enrique Ottone, creative director and Miguel Alvarez, technology director.

As general manager, Escobar will oversee the agency’s growth and operations, supporting global clients such as HP, as well as growing new client relationships.

Ottone will lead the creative vision and output for the San Jose office, while Alvarez will manage the strategy and development for clients’ technology needs across numerous time zones.

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.”

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.

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Critical Mass

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 since then we’ve helped global clients like Apple, Nike, Diageo, and BMW (and hundreds more over the years) reimagine digital and do what no one else in their category can do. Today, we’re over 1,400 digitally obsessed employees in 12 offices, across Europe, Asia, and North America—with a major, full-service hub in London.

What makes us different? We truly understand every part of our clients' digital ecosystems, and we deliver success by making data, creativity, and technology more connected, more efficient, and more powerful. Of course, digital never stands still, but neither do we. We help brands seize opportunities so that their customers get a better experience and a more seamless, dynamic, and personalised experience everywhere they go.

We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries).

No matter how much digital changes, one thing will always stay the same—who we are. We’re a transparent, honest, values-driven, passionate partner with a can-do attitude that our clients notice and appreciate.

We’re Critical Mass, but our friends call us CM. Please call us CM.

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