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Sascha Reeb and Caroline Barker join Critical Mass from Huge

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By Gillian West, Social media manager

October 22, 2014 | 2 min read

Sascha Reeb and Caroline Barker have both left Huge to join Critical Mass taking on the roles of executive creative director and new business director respectively.

As executive creative director Reeb will lead all creative output from the agency’s London office, working across its client portfolio. He will also sit on the executive creative council for Critical Mass global, inputting into the creative for global clients. The role sees Reeb working alongside managing director Matt Kwiecinski in London and reporting to global chief creative officer Conor Brady.

Kwiecinski said of the appointment: “Sacha's work is exceptional and his global experience is perfect for Critical Mass. He has a great background in creating innovative and interesting digital experiences; he’ll be a real asset as we help our client portfolio build great customer experiences through smart digital design.”

Reeb’s career to date includes positions at Huge, Razorfish, Grey in Germany and Organic in San Francisco, developing integrated campaigns for the likes of Audi, Samsung, Pfizer, P&G and MTV.

Reeb added that Critical Mass’ “ambitious growth plans, a list of huge global clients and a history for creating outstanding digital experiences through design” meant he “can’t wait to get stuck in and put my creative spin on things.”

Like Reeb, Caroline Barker joins Critical Mass from Huge where she held the role of business development director. As new business director Barker will be responsible for driving growth through new business.

Kwiecinski , who Barker will report to, described her appointment as a “real asset”. He added: “She has a formidable track record in new business, and understands our rich digital background.”

Barker said her new role was a “fantastic opportunity to drive forward an exceptional digital offering and to work with an incredibly talented team”.

Prior to Huge Barker held business development t roles at Momentum Worldwide, Greenroom Digital and Havas EHS.

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