Global digital marketing and experience design agency Critical Mass has appointed Valerie Carlson as its chief creative officer. She will report directly to Chris Gokiert, president. (Gokiert will move into the CEO role on January 1.)
Carlson joins Critical Mass after serving as executive creative director at Wunderman Thompson where she led multiple teams across the U.S. Carlson bolstered both creative vision and practice while representing a diverse spectrum of disciplines, channels and craft. Some key clients included Coke, Microsoft, Honda, JP Morgan Chase and Vistaprint.
Prior to Wunderman, Carlson held senior executive positions at Evolution Bureau (EVB), Possible, SapientNitro, and Method.
Gokiert said of Carlson, “She understands the importance of creating work that not only speaks to consumers on a deeply human level, but does so in an immensely innovative way.”
Carlson stated, “There is a solid foundation in place at Critical Mass, and at this moment in time, they are poised to deliver what clients really need right now–true ecosystem thinking and innovative creativity. So many brands are struggling to put the right content in front of the right person with the appropriate context. This is the type of work that I love to lead and have been successfully doing throughout my career. I’m looking forward to bringing that success to the team at Critical Mass and their truly world-class roster of clients.”
Carlson’s appointment comes on the heels of continued momentum for the agency. Despite the industry-wide challenges of the last year, Critical Mass has grown both organically and through new business successes, expanding the agency’s client profile, growing the number of full-time staff, and expanding its executive leadership team.
