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Critical Mass, Inc. | Agency Profile, Contacts, AOR, Client Relationships

Service: interactive specialty

Main Telephone
(312) 288-2500
Primary Address
225 North Michigan Avenue
Suite 700
Chicago, IL 60601

Critical Mass, Inc. Contacts

Contacts (5/18)
Name Title State
Valerie C. Global Chief Creative Director IL
Sample of Related Brands
Email: *****@*******.***
Main Phone: (312) 288-2500
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 225 North Michigan Avenue
Suite 700
Chicago, IL

John M. Chief Operating Officer IL
Lauren W. Art Director IL
Amity E. Senior Director, Marketing Science IL
Eric H. Media Director IL

Client Relationships

Brand Service From To Media Spend
*****, ***. Digital *
********* ****** Digital *
*** ** ***** *******, *** Social, Digital, Media Buying, Media Planning *
****** ********** Media Planning, Media Buying *
******** Digital, Creative, Social *

See Winmo sales intelligence in action


Media Edge: Infiniti rolls out updated logo

Media Sales Lead: Infiniti has rebranded with a new logo, brand master track, and scent. This is the brand's fourth time updating its logo. The brand has already updated its logo online, and it will start rolling it out on new vehicles. The new brand master track is called "Moment of Tranquility" and it will be featured in commercials, promotional materials, and company videos. It has also started renovating its retail locations with a new showroom layout and atmosphere. 

Key Lead Takeaways: Infiniti will likely ramp up ad spend or launch an ad campaign to promote the rebrand. Get in touch now to start offering ad space. 

Target Demographic: Millennials & Gen-Xers

Key Spend Notes:

  • Infiniti has been increasing digital display spend for the past several years.
  • TV spend has been up and down since 2020. 
  • Top spending period: Q1

National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Infiniti under Auto Makers**

  • 2023 YTD Spend: $13.8m
  • 2022 SYP Spend: 17.8m
  • 2022 FY Spend: $27.6m
  • 2021 FY Spend: $4.9m
  • 2020 FY Spend: $14.1m

Ad Flight Breakdown (by spend): Infiniti has aired 21 spots in 2023; the top five were "Guy Thing [T1]," "Pep Talk [T1]," "Beautiful Mess [T2]," "All About You [T2]," and "Power Song [T1]." 

Top Daypart (by impressions): Primetime (931.8m), Late Fringe AM (268.2m), Weekend Afternoon (264.2m), Early Fringe (221.6m), and Day Time (197.3m). 

Top Networks (by spend): TNT, ESPN, BRAVO, HGTV, and Food Network. 

Top Shows (by spend): NBA Basketball, NHL Hockey, Vanderpump Rules, SportsCenter, and The Voice. 

Top Industry/Vertical Spenders (by spend): Chevrolet (8%), Kia (7%), Ram Trucks (7%), Toyota (7%), and Lexus (7%). 

Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Infiniti under Auto**

2023 YTD Spend: $18.5m
STP 2022 Spend: $16.3m
2022 FY Spend: $28.3m
2021 FY Spend: $18.2m
2020 FY Spend: $12.7m

2022 Ad Flight Breakdown:

  • Q1 2022 Spend: $10.5m
  • Q2 2022 Spend: $6.4m
  • Q3 2022 Spend: $6.3m
  • Q4 2022 Spend: $5.1m

Impressions: 2.3b

Top Ad Types (by spend): Facebook (45%), YouTube (20%), Instagram (12%), desktop display (11%), desktop video (9%), and mobile display (4%). 

Top Purchase Channels: Direct (96%), Quantcast (2%), and Unknown (1%). 

Top Publishers:,,,, and 

Top Industry/Vertical Spenders: Toyota (4%), Nissan (3%), Hyundai (3%), Mazda (2%), and Honda (2%). 

Top Creative (by spend; see below): Pathmatics reports that 625 creatives have run during 2023 (note that not all creatives debuted in 2023).

Other Media Spend Analysis & Breakdown:

  • Infiniti also invests in OOH and local broadcast. 
  • Sponsorship Partners: New Jersey Devils, Colorado Rockies, Atlanta Braves, and Toronto Blue Jays. 

Current Agency Roster:

Media Spend Estimate Sources: (c) Winmo, LLC, 2024. Used under license.