Critical Mass Strengthens Leadership in UK and APAC with Strategic New Hires

Digital experience design agency Critical Mass announced key hires across multiple disciplines joining its UK, Hong Kong, and Tokyo offices. 

Celia Wilson, Group Director Marketing Science, joined Critical Mass UK from Conde Nast, Alicia Pulver, Group Account Director, from Huge, Michelle Wieling, Group Program Director, from Ogilvy, and Matt McGuire, Group Technology Director, with experience at several agencies including VML and R/GA.

Critical Mass in Hong Kong hired Tim Cullinane as VP Client Partner. Cullinane was most recently at Tribal. Masayuki Tono joined CM Tokyo as Senior Account Director. Tono has experience working at Beacon Communications and MRM McCann

Andrea Lennon, Managing Director of Critical Mass UK and APAC shared the following about her hiring philosophy, “We are looking for skill sets that ensure we deliver the highest caliber of service to clients and strategic thinking that transforms customer experiences across all aspects of digital.” Lennon explained, “We have had immense growth in year on year revenue which led to tripling the number of staff since this time last year. The people we’ve added include key lead hires across multiple disciplines. Some hires have been very product and service-design driven and some more conceptual and creative. We need to be prepared for our imminent future growth.”

Di Wilkins, CEO of Critical Mass, explained, “The influx of new senior level talent in the UK, APAC, and the US is a direct result of our significant growth due to our organic expansion, new business wins, and expanding global client relationships. We know we need to hire the highest caliber of talent to service our new clients and to take on the increase in existing client responsibilities.” 

In addition to adding to the team in the UK and APAC, Critical Mass have also added four new leaders 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.