Back to All Agencies

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

Service: interactive specialty

Main Telephone
(917) 606-8000
Primary Address
200 Varick Street
Suite 610
New York, NY 10014

Critical Mass, Inc. Contacts

Contacts (5/11)
Name Title State
Dianne W. Chair NY
Sample of Related Brands
Email: *****@*******.***
Main Phone: (917) 606-8000
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 200 Varick Street
Suite 610
New York, NY

Grant O. Chief Strategy Officer NY
Sara A. Chief Talent Officer NY
Eric J. Director, Accounts NY
Daniel L. Marketing Science Director NY

Client Relationships

Brand Service From To Media Spend
*-***-********, ***. Creative *******
******, ***. Creative ***
******* **** ********* ******* ** ***** ******* Digital *****
**&*, ***. Digital *********
***** *********** Social ******

See Winmo sales intelligence in action


Male Millennial Luxury Opps: Infiniti taps new marketing lead after appointing PR AOR (Score 78)

Just months after Infiniti promoted Shelley Pratt to one of its top US-based marketing roles, that of marketing communications and media director. Replacing incumbent Phil O'Connor, Pratt now handles the strategic development and execution of the brand's marketing communications and strategy. She joined Infiniti in 2017 and was most recently the senior manager and chief marketing manager of the brand's sedans business. When she brings her new perspective to Infiniti's marketing strategy, that strategy will surely shift; keep Infiniti on your radar.

In 2021, iSpot reports Infiniti spent approximately $4.9m on national TV commercials, a huge drop from the approximately $13.7m it spent in 2020. The brand's 2021 commercials targeted male sports enthusiasts watching shows such as NFL Football, Live from THE PLAYERS, NWSL Soccer, FOX NFL Kickoff and the 2021 NWSL Challenge Cup.

According to Pathmatics, Infiniti spent roughly $18.4m on digital ads last year, up 50% from the roughly $12.3m it spent in 2020. In 2021, the brand ended up earning ~1.8b digital impressions via Facebook (44%), desktop video (19%), desktop display (18%), Instagram (9%), mobile display (6%), Twitter (3%) and mobile video (2%) ads. 

Infiniti tends to target luxury-oriented men, especially millennials. Per Kantar data, the brand also invests in local broadcast. It holds planning conversations in Q4 and buying conversations in Q3. Sellers should contact soon if able to offer relevant ad space.

Agency & martech readers - This promotion could easily lead to agency reviews, especially considering the relatively recent PR AOR hire. Get in touch soon to secure potential creative, media, social media management and/or digital analytics work. To the best of our knowledge, your competition includes media AOR George P. Johnson.