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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
USA

Critical Mass, Inc. Contacts

Contacts (5/19)
Name Title State
Peter L. Senior Vice President- Media 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
10014
USA
Dianne W. Chair NY
Grant O. Chief Strategy Officer NY
Sally C. Senior Vice President & Client Partner NY
Sara A. Chief Talent Officer NY

Client Relationships

Current Past

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

See Winmo sales intelligence in action

WinmoEdge

Media Edge: The U.S. Army rebrands, launches campaign


Media Sales Lead: The recently debuted a rebranded campaign designed to increase recruiting efforts as the military struggles to reach goals. Last year, the organization was 15k recruits short of its 60k recruiting goal. With the new campaign, the Army is specifically targeting younger generations. Per Army CMO Alex Fink, the new campaign was made to "reintroduce America to its Army" and revitalized its former tagline, "Be All You Can Be." The Army utilized this tagline from 1980-2001. Its new campaign includes two spots, both of which feature Creed III actor Jonathan Majors. More work will launch across TV, print, digital billboards, and social media channels.

Key Lead Takeaways: Get in touch soon to secure last-minute ad dollars from upcoming expansions of this campaign.

Target Demographics: Gen-Z and millennials with a male skew; it also targets Hispanic audiences via national TV

Key Spend Notes: 

  • Spend shift summary: National TV spend has increased significantly, and I expect digital spend to ramp up more as the Army continues shifting its target demographic toward younger audiences.
  • Planning period: Q2
  • Buying period: Q1

National Broadcast Analysis & Spend Breakdown:

*Note that iSpot categorizes the Army under Politics, Government & Organizations: Military*

  • 2023 YTD Spend: $23.1m
  • STP 2022 Spend: $8.4m
  • 2022 FY Spend: $24.8m
  • 2021 FY Spend: $16.7m
  • 2020 FY Spend: $24m

YTD YOY Spend Increase: 175%

Ad Flight Breakdown (by spend): The Army has launched 23 spots this year; its top five are "Overcoming Obstacles," "Explore Careers," "Cuál es tu guerrero: aprovecha tu conocimiento," "Friends From Everywhere," and " Beneficios de vivienda"

Top Daypart (by impressions): Primetime (335.5m), Early Fringe (180.9m), and Weekend Afternoon (161.2m)

Top Networks (by spend): CBS, TBS, TNT, truTV, and Univision

Top Shows (by spend): College Basketball, La Rosa de Guadalupe, The Voice, Women's College Basketball, and Tyler Perry's House of Payne.

Top Industry/Vertical Spenders (YTD, by spend): The Army (53.7%), Wounded Warrior Project (18.4%), Stop Solder Suicide (9.8%), Disabled American Veterans (7.3%), and the USMC (7%)

Digital Display & Social Media Spend Analysis & Breakdown:

*Note that Pathmatics categorizes the Army under Law & Government*

  • 2023 YTD Spend: $7.2m
  • STP 2022 Spend: $7.2m
  • 2022 FY Spend: $31.7m
  • 2021 FY Spend: $35.7m
  • 2020 FY Spend: $39m

YTD YOY Spend Increase: 0%

YTD Ad Flight Breakdown:

  • Q1 2023 Spend (to date): $7.2m
  • Q1 2022 Spend: $7.6m
  • Q2 2022 Spend: $9.2m
  • Q3 2022 Spend: $10.6m
  • Q4 2022 Spend: $4.5m

YTD Impressions: 614.2m

Top Ad Types: YouTube (72%), Facebook (13%), and Instagram (8%)

Top Purchase Channels: Direct (99%)

Top Publishers: YouTube (72%), Facebook (13%), and Instagram (8%)

Top Industry/Vertical Spenders (YTD, by spend): AttorneyLive, US Department of Health and Human Services, Center for Disease Control and Prevention, the Army, Centers for Meidcare & Medicaid Services, California Department of Public Health, and 4Patriots

Top Creative by Spend; see below: (note that not all creatives debuted in 2023).

Other Media Spend Analysis & Breakdown:

Vivvix: Local broadcast, OOH, digital, radio, print, Google Ads, and online video (primarily via Youtube.com) ads

DRTV:

  • The Army invests in short-form DRTV.
  • It has very highly concentrated network TV coverage, and it's unlikely that the Army will launch a new campaign soon.

Influencers & Brand Ambassadors: Jonathan Majors

2022-2023 Key DM Shifts: 

  • Andrew (Andy) Andersen: Promoted to chief of brand and product strategy in July 2022

Current Agency Roster: 

Insight Sources: Broadcast insights estimated by .