Critical Mass Hires First-Ever Chief Data Innovation Officer

Critical Mass, a global digital experience design agency and part of the DAS Group of Companies, a division of Omnicom Group (NYSE: OMC), today announces the hiring of Pedro Laboy as its first-ever Chief Data Innovation Officer. As a member of the global executive team reporting directly to Chief Executive Officer, Dianne Wilkins, Laboy will elevate and fortify the agency’s marketing sciences division, helping clients navigate the increasingly complex landscape at the intersection of data and technology. The creation of the role reflects Critical Mass’ commitment to data and analytics, as well as the impact data and technology have on each client’s quest to modernize. In conjunction with the agency’s strategy and research disciplines, data innovation will further fuel Critical Mass’ relentless focus on the customer.

"I am excited to be joining such an industry-leading organization known for exceptional customer experience design,” says Laboy. “I look forward to working with Critical Mass’ amazing team to support our clients with data-driven innovation, integrated data technology solutions, and partnerships that deliver superb customer experiences and drive business results."

Prior to joining Critical Mass, Laboy was EVP for Marketing Transformation and Performance for MRM//McCann. His previous positions include Chief Strategy Officer for Tracx, a marketing analytics platform; President at Attention, and Senior Partner at G2 Worldwide. Over his 20-year career, he has worked with top global brands, including Mastercard, Mattel, L’Oreal, Kraft, HBO, Expedia, Nestle, Cigna, Logitech, Caterpillar, USPS and Dell. Laboy has published articles and is a frequent speaker on the topics of marketing technology, data science and marketing transformation. 

“Critical Mass has been a digital agency since our inception, and we have continued to evolve ourselves and our services at the speed of digital,” says Wilkins. ”Adding data innovation leadership to our already thriving Marketing Science capability tees us up to help clients navigate the data transformation landscape and develop more comprehensive pictures of the end customers we all serve. I’m honored to have Pedro join our team to help make that happen.” 

As another agency first, Critical Mass has promoted Sara Anhorn to the new role of Senior Vice President, Talent, from her previous role as Vice President, Project Delivery. Also reporting directly to Wilkins, Anhorn will oversee HR, Recruiting and Internal Communications across Critical Mass’ 12 offices around the world. She and her team will be responsible for crafting, preserving, and enhancing an employee experience that upholds Critical Mass’ vision, values, and culture.

“My experience within Project Delivery and Global Business Operations divisions has given me an appreciation and deep understanding of how we work, what matters to our employees, and what trends are going to shape the employee experience in the future,” explains Anhorn. With 15 years of experience at the agency in various capacities and geographies, Anhorn believes that inspired talent leads to great work, satisfied clients, and strong business results.