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

Service: interactive specialty

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

Critical Mass, Inc. Contacts

Contacts (5/8)
Name Title State
Conor B. Chief Creative Officer NY
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (917) 606-8000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 200 Varick Street
Suite 610
New York, NY

Grant O. Chief Strategy Officer NY
Dianne W. Chief Executive Officer NY
Darryl B. Senior Vice President & Client Partner NY
Simona T. Group Creative Director NY

Client Relationships

Brand Service From To Media Spend
***** *********** Social 2015 present *******
***** Creative, Digital, Social 2008 present ********
**** Creative, Digital, Media Buying, Media Planning 2005 present ********
********** *********** Social 2015 present ********
**** Creative, Digital, Social 2008 present ******

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Campaign Imminent: Miami Visitors Bureau taps new global marketing AOR

Subject: Digital, TV, social media, online

Company: Greater Miami Convention & Visitors Bureau (GMCVB), is an organization that promotes Miami tourism. 

Opportunity: Appointed WPP's VML as its global marketing AOR following a review. The new partnership is a four-year contract (mark your calendars to start going after it again in Q3 2018), and the new shop is tasked with creative development, brand strategy, strategic planning, media buying and planning.

The Bureau has remained especially busy over the past year, trying to increase the number of visitors, despite on-going challenges that include the "Weber Shandwick as its global crisis and communications firm to tackle the particular issues that are preventing even higher tourism numbers. 

In an additional attempt to dodge attention from its hardships, Miami has also increased digital and TV spend. According to iSpot reports that national TV has cost $38,859 thus far, and while this isn't a huge number, this is a big jump from running no TV last year. 

With that said, sellers should reach out immediately to pick up new campaign revenue tied to the spring/summer, Miami's top advertising periods. An advantage should go to those with high engagement rates among millennial and family travelers. 

Additional Insight

Incumbent: Critical Mass, digital AOR since 2012, both participated in the review. While Turkel is officially off the account, there is no report yet on who won the digital portion of the review. 

TV Breakdown: According to iSpot, Miami Visitors Bureau has spent $38,859 on national TV so far this year. The bureau has run one spot, titled "Melting Pot," and it has run consistently over the past three quarters and is still running at the same rate. It has aired on the Cooking Channel and the Food Network during programming including "Emeril's Florida."

Digital Breakdown: Since January, the bureau has spent $1.4 million on desktop ads and $97,500 on mobile ads. The bulk of spending for both channels has been concentrated primarily from mid August to now. Desktop ads were placed 96% site direct while mobile ads were placed 57% site direct. T

op desktop ad destinations include, and (Vox Media), while top destinations for mobile ads include, and 

Greater Miami Convention & Visitors Bureau
701 Brickell Avenue
Suite 2700
Miami, FL 33131
(305) 539-3000

Rolando Aedo
​Executive Vice President & Chief Marketing Officer
Direct Dial: (305) 539-3090

Josie Llado
AVP, Advertising & Digital Marketing
Direct Dial: (305) 539-4286

Madeleine Paredes
AVP, Marketing & Creative Services
Direct: (305) 539-3066