Critical Mass Bolsters APAC Region With Senior Creative and Strategy Hires

SINGAPORE--(BUSINESS WIRE)-- Critical Mass, a global digital experience design agency, announced two senior level hires for the agency’s APAC region. Tom Voirol will join the agency as VP Strategy, and Ferdi Wieling will join the agency as Executive Creative Director. Tom and Ferdi will report to Andrea Lennon, General Manager APAC.

Tom and Ferdi both join Critical Mass from Adelphi Digital where they were Global Head of User Experience and Executive Creative Director respectively. In his new role as VP Strategy, Tom will focus on strengthening the company’s customer experience capability, digital consulting practice, new business and key client relationships across the region.

Before Adelphi, Ferdi’s experience includes senior level creative roles at a variety of companies including Reading Room and PwC. At Critical Mass, he will focus on elevating the agency’s regional creative portfolio with an emphasis on helping clients leverage design and new technologies to solve their business needs.

“Ferdi and Tom are joining us at an exciting time,” said Andrea Lennon, General Manager of APAC. “We’ve experienced tremendous growth in the past year, and expanding our footprint in Asia continues to be a top priority. Ferdi and Tom bring strong global and regional experience with them, and will contribute to some of our best in class work.”

Earlier this month, Advertising Age named Critical Mass an ‘Agency to Watch’ in 2016, citing a new business winning streak, an expansion of services, and a growing global footprint.

About Critical Mass

Critical Mass ( is a global experience design agency with a relentless focus on the customer. Founded in 1996, the agency has grown to 11 full-service offices operating across North America, Europe, Latin America, South America and Asia. Its unwavering belief in delivering brilliant customer experiences produces business building results for clients. Critical Mass is a part of the DAS Group of Companies.

About the DAS Group of Companies

The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (, is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.

Source: Critical Mass

Critical Mass

Jared Kreiner, 917-606-8017

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