Critical Mass Hires Sacha Reeb & Caroline Barker

Critical Mass is boosting its senior team in the UK, with the appointment of Sacha Reeb to the role of executive creative director and Caroline Barker as new business director.

Reeb will lead all creative output at Critical Mass’ London office, working across the agency portfolio. He will also sit on the executive creative council for Critical Mass global, inputting into the creative for global clients.

Reeb will work alongside Critical Mass managing director Matt Kwiecinski in London, reporting into global chief creative officer Conor Brady.

Prior to Critical Mass, Reeb fulfilled creative lead roles at Huge, Razorfish, Grey in Germany and Organic in San Francisco. Over his sixteen year career Reeb has developed integrated advertising and digital campaigns for clients including Audi, Samsung, Pfizer, P&G, MTV, Bank of America, Allianz, Intel and GE.

Reeb’s work has been recognized at major award shows including Cannes, the One Show, Eurobest, the Effies and the FastCompany Innovation awards.

Of Reebs’ appointment Kwiecinski said: “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 adds: “It’s an exciting time to join Critical Mass. With ambitious growth plans, a list of huge global clients and a history for creating outstanding digital experiences through design, I can’t wait to get stuck in and put my creative spin on things.”

Critical Mass has also announced the appointment of Caroline Barker to the role of new business director. Like Reeb, she joins from Huge where she was business development director. Barker will be responsible for driving growth through new business.

Kwiecinski said: “Caroline will be a real asset, she has a formidable track record in new business, and understands our rich digital background”

Barker added: “This is 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 roles at Momentum Worldwide, Greenroom Digital and Havas EHS. Barker will report in to Kwiecinski.