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Critical Mass Named AOR for South African Tourism

Hires, Wins & Business 278 Add to collection

Agency to promote destination in UK

Critical Mass Named AOR for South African Tourism

Following a competitive pitch process and public tender, Critical Mass, an Omnicom global digital marketing agency, has been named lead digital agency for South African Tourism in the UK. For the new assignment, Critical Mass will lead digital creative strategy, design and development for the brand as it looks to attract more UK visitors to South Africa.


“From the start, Critical Mass impressed us with its smart thinking, creative concepts and digital savvy, and passion for our brand,” commented Juan Herrada, UK Marketing & Communications Manager, South African Tourism. “What stood out for us most was that Critical Mass wasn’t afraid to point out the challenges facing our brand for attracting long-haul tourists. Critical Mass proved its understanding by developing big brand ideas that resonated strongly with our culture and values.”


Critical Mass will begin work immediately. New campaigns and digital experiences are expected to break early 2014 in the UK market. Critical Mass is a 700+ person global digital marketing agency, part of Omnicom Group, with 8 full-service offices in North America, Europe and Latin America. In addition to South Africa Tourism, Critical Mass’ Covent Garden-based office serves as the agency’s European headquarters, working with global and regional clients such as Goodyear Dunlop, HP and Citi.


“Critical Mass has been known for large-scale, long-term relationships with global corporations and South African Tourism adds a key local market client to build out our roster in the UK.” Said Dianne Wilkins, CEO of Critical Mass. “At the heart of the agency across every market, we’re passionate explorers, entrepreneurs, and travelers. It’s wonderful to get the opportunity to combine our personal passions into client inspiration as the new lead digital agency for South African Tourism.”

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Critical Mass UK, Tue, 24 Dec 2013 10:18:10 GMT