SAN JOSE, JUNE 10, 2013 – Omnicom digital marketing agency Critical Mass has announced that it is opening a hub in Latin America to address the demand from global clients. Immediately after launch, the new Critical Mass Latin America hub will work to support HP with regional projects, as part and parcel as its role as global digital agency of record.
The new office is located in San Jose, Costa Rica, and shares a facility with The Hangar Interactive, a digital production facility founded in 2009 and owned by Critical Mass. The Hangar Interactive employs over 90 digital developers and designers. Its experience at operating The Hangar Interactive helped Critical Mass realize the potential in the talent pool in the region, as well as the marketplace’s accessibility.
Jaime Escobar, General Manager, heads Critical Mass Latin America and reports to COO John McLaughlin. Escobar is to oversee growth and operations and support global clients, including HP, while seeking to establish and grow new client relationships.
Other heads include Enrique Ottone, Creative Director and Miguel Alvarez, Technology Director. Both Escobar and Ottone hail from the Critical Mass offices in Toronto and Calgary respectively, while Alvarez joined Critical Mass from Possible Worldwide in Costa Rica.
Critical Mass is currently developing and recruiting for talent from the region in key areas such as creative, marketing science, account management and strategic planning. The agency will also relocate talent to the region.
Dianne Wilkins, Critical Mass CEO said that the firm is strongly positioned to be the global and regional partner that can provide universal programs and local experiences to aid brands, which need ot consider how they craft a cumulative customer experience across channels, borders, devices and time.
Carmen Baez, President, DAS Latin America at Omnicom Group, said that Critical Mass possesses a deep understanding of the complexity of digital communications options today, and is thus positioned to help companies craft a well-rounded brand experience for customers over time.
