Market Overview

Critical Mass Continues to Strengthen Leadership Team Appointing Four New Strategic Hires in North America


Tony Glorioso from Hero Digital, Evan Jones from Huge/Elephant,
Shelli Gutholm from Dentsu Aegis, and Samantha Stringfellow from KBS all
joined the Critical Mass leadership team this summer

Digital experience design agency Critical Mass announced four new
strategic hires in the US. These include two senior-level creative
hires; Tony Glorioso and Evan Jones who joined the agency in June from
Hero Digital and Elephant, respectively. Both will report directly to
the Global Chief Creative Officer, Conor Brady. The agency also
announced the appointments of Shelli Gutholm in the newly created
position of VP, Global Talent Acquisition and Samantha Stringfellow as
VP, Client Lead on BMW. Gutholm joins the agency from Dentsu Aegis and
Stringfellow from kirshenbaum bond senecal + partners (KBS).

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Tony Glorioso joins Critical Mass this summer as VP, ECD (Photo: Business Wire)

Tony Glorioso joins Critical Mass this summer as VP, ECD (Photo: Business Wire)

Glorioso brings a wealth of enterprise experience as a
multi-disciplinary creative executive, leading innovative design
initiatives for today's top brands. His leadership has resulted in
design methodologies that have brought to life industry-defining
experiences for Google, Samsung, Herman Miller, Tesla, Technicolor, and
Dolby. He also held executive creative leadership positions at
Fuseproject and Epsilon.

"Upon meeting in-person, I knew immediately we shared critical beliefs
and values. I read them on Di's office wall and felt it throughout all
my interactions with Di, Conor and the leadership team," explained
Glorioso. He continued, "We concentrate relentlessly on the user and we
strive to understand how design can facilitate the adoption of our
client's products and services through honest, real, inspired

Jones joins Critical Mass from just across the Brooklyn Bridge, where he
worked most recently as a Creative Director at Elephant and Huge. He
also held various senior positions at Blast Radius, Tribal DDB, and DDB.
He has experience working with brands that include Starbucks, Land
Rover, and Comcast to name a few. His career spans work in Seattle,
London, and New York.

"It's such an exciting time to join the Critical Mass New York office. I
saw something unique in the caliber of the talent and the roster of
clients—as well as the open honest culture and sincere positive energy
in the people—in a way that reignited my faith in the agency world,"
shared Jones. He added, "I look forward to helping this office launch
even more incredible work."

Both Glorioso and Jones will report to Conor Brady, the Chief Creative
Officer at Critical Mass. "It was the right time to expand our creative
leadership, and I'm delighted that we found the right creative leaders,"
said Brady. Adding, "Both Tony and Evan have that rare mix of creative
brilliance and leadership styles that inspire teams to do their best
work. Our work is the best it's ever been, and it's about to get even

Gutholm spent over six years at Dentsu Aegis prior to joining Critical
Mass. Gutholm is another example in a string of "liquid talent" hires at
Critical Mass. According to Sara Anhorn, SVP Talent at Critical Mass,
"When we recruit for talent, we are not concerned with their physical
location as much as matching a person's relevant expertise to our
client's specific needs. Shelli, for example, will be working from
Detroit where Critical Mass does not currently have an office."

Stringfellow spent the last eight years at kirshenbaum bond senecal +
partners leading several automotive account teams. She joined the
Critical Mass New York office this summer to lead the BMW team.

Di Wilkins, CEO of Critical Mass, explained, "The influx of new senior
level talent is a direct result of our significant growth. We know we
need to hire the highest caliber of talent to service the increase in
existing client responsibilities and to take on our new clients."
Wilkins continued, "In addition to strengthening the team in North
America, we have also added four spectacular new leaders in the UK and
two in Asia Pacific."

About Critical Mass

Critical Mass (
is a digital experience design agency with a relentless focus on the
customer. Founded in Calgary in 1996, the agency has steadily expanded
into a group of over 950 people working in 11 offices across North
America, Europe, Asia, Latin America, and South America. For over two
decades, Critical Mass has used design thinking, emerging technology,
and customer empathy to drive engagement, loyalty, and business results
for clients. Their expertise spans Strategy Consulting, Experience
Design, Marketing Communications, Implementation, and Marketing
Science. Critical Mass is a part of the DAS Group of Companies.

About the DAS Group of Companies

The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE:OMC)
is a global group of marketing services companies. DAS includes over 200
companies in the following marketing disciplines: specialty, PR,
healthcare, CRM, events, promotional marketing, branding and research.
Operating through a combination of networks and regional organizations,
DAS serves international, regional, national and local clients through
more than 700 offices in 71 countries.

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