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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 (5/19)
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


Male Opps: Nissan taps new CMO (Score 55)

Sales Lead: Effective March 2023, Marisstella Marinkovic is the US CMO at

  • Marinkovic joined from Kia, where she was the director of marketing operations and strategy.
  • She will now lead Nissan's following duties: marketing communications and media; data innovation and customer experience; brand value; customer trust and insights; and brand and product marketing.
  • Marinkovic's work will support Nissan's NEXT transformation plan to build a stronger future for Nissan's American business.
  • She succeeds Allyson Witherspoon, Nissan's incumbent CMO of four years, who now leads global marketing while based in Japan.
  • This announcement comes on the heels of the launch of a new flat logo (see right).
  • The company will likely:
    • Shift strategy
    • Continue increasing Nissan latest automotive brand to roll out flat logodigital spend
    • Conduct agency reviews
  • Target demographic
    • Male Gen-Z and millennials, especially sports enthusiasts

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, Nissan has allocated roughly $17.3m toward national TV commercials, a far cry from the roughly $45.1m allocated within the same 2022 timeframe.
    • Last year: The automaker allocated around $169.9m toward this channel last year after allocating % more, around $201.7m, in 2021.
    • 2023 ad programming: Nissan's 2023 commercials have targeted male sports enthusiasts watching shows such as NBA Basketball, College Basketball, NFL Football, College Football, and SportsCenter.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: The company has spent approximately $20.7m on digital ads YTD, 22% more than the approximately $17m spent by this point last year.
    • YTD data: Since the beginning of 2023, Nissan has earned around 1.9b digital impressions via Facebook (37%), desktop video (25%), YouTube (14%), Instagram (11%), desktop display (10%), and mobile display (3%) ads.
      • The company has placed most of this year's desktop video ads site direct onto destinations such as (74%), Twitch,,, and
    • Last year: In 2022, Nissan's estimated full-year spend decreased by 25% to $67.6m from that of $80.8m in 2021.
  • Additional channel insights  
    • The company utilizes digital, print (magazines), local broadcast, Google Ads, Facebook, and TikTok ads, along with experiential activations.
    • Nissan sponsors podcasts such as Something You Should Know, TED Talks Daily, Stuff You Should Know, Freakonomics Radio, and Armstrong & Getty.
    • Additionally, the company invests in short-form DRTV.
      • Nissan has very highly concentrated network TV coverage, and a campaign isn't likely soon.

Additional agency insights:

Insight Sources: Broadcast insights estimated by .