Critical Mass Announces Experience Distribution Practice

CALGARY, Alberta & CHICAGO--(Business Wire)--
Critical Mass (www.criticalmass.com), a digital marketing agency and unit of
Omnicom`s Star Marketing Group (www.starmsgroup.com), today announced the
creation of its Experience Distribution practice. Focused on driving consumer
engagement at the point of need, the group`s proprietary methodology aligns
business objectives and consumer insights to relevant marketing channels, and
evaluates success across the breadth of digital initiatives-ultimately
connecting brands with customers on their terms.

"Online behavior has fragmented into nearly infinite touch points-yet each one
can be incredibly important in the total customer experience," said Scott
Shamberg, Senior Vice President, Marketing & Distribution, Critical Mass. "We
believe marketing today is about conversation, dissemination and brand
relevance. Our focus is building distributed experiences with purpose, not to
interrupt, so they serve the customer and their needs uncovered in the planning
process," Shamberg added. Beyond the site, the group`s aim is to deliver
portable content wherever the consumer is-from banners, email and widgets to
mobile, social and video experiences-and to install the most effective method of
measurement.

Critical Mass` Distribution Methodology is based on a rigorous analysis of
consumer behavior in order to identify clients` Consumer Engagement Opportunity.
Once business objectives and consumer insights are determined, the group
implements a proprietary scoring methodology-based on Searchable, Syndicated,
Situational and Social content-to prioritize and recommend the best avenues to
influence desired consumer behavior. Measurement is the final step to evaluate
effectiveness and evolve recommendations based on key learnings.

"Experience Distribution is about listening, learning, and capitalizing on
relevance to drive conversion," said Dianne Wilkins, Chief Executive Officer,
Critical Mass. "Portable brand engagement and social media are tightly tied in
our future view of the digital landscape and our business has evolved to meet
that need," Wilkins added.

According to Wilkins, breaking down traditional silos between disciplines such
as strategy, media planning and search is a key point of differentiation. "Our
Experience Distribution Methodology is integrated across all delivery teams. We
believe this holistic approach leads to extraordinary brand experiences-ones
that deliver relevance and customer value," Wilkins said.

About Critical Mass

Critical Mass (www.criticalmass.com), an Omnicom digital marketing agency, helps
the world's leading companies use digital media to create extraordinary
experiences-experiences that bring together creative thinking, smart ideas and
emerging technologies to drive our clients` business. Consistently recognized by
Forrester Research as a leading interactive agency, Critical Mass operates
globally from offices in Calgary, Toronto, Chicago, New York, London, Costa
Rica, and Amsterdam. For additional information, visit our website:
www.criticalmass.com, our blog: http://experiencematters.criticalmass.com, or
follow us on twitter: @criticalmass.

About STAR Marketing

STAR Marketing (www.starmsgroup.com), a division of Omnicom Group Inc. (NYSE:
OMC) (www.omnicomgroup.com), is a network of Customer Relationship Management
agencies and specialist services. STAR works with its clients on all aspects of
CRM from strategic planning to program development and execution to campaign
measurement. STAR companies have leading expertise in offline and online media,
interactive, direct, digital, analytics, teleservices, e-mail, strategic
consulting, and process improvement. Clients may access some or all of our
capabilities directly or through a single point of contact to maximize campaign
performance and ROI.

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Celia Jones
Critical Mass
312.705.4169
celiaj@criticalmass.com

Copyright Business Wire 2009