Critical Mass Expands Social, Content, and Word-of-Mouth Capabilities Through Merger with Zócalo Group

NEW YORK–(BUSINESS WIRE)– Zócalo Group, a leading digital, and social media agency focused on driving word of mouth, today merged its operations into global digital experience agency Critical Mass. Both part of the DAS Group of Companies, Zócalo Group will now function as a fully integrated affiliate of Critical Mass, expanding to Critical Mass’s global offices. The merger is intended to combine and amplify the complementary strengths of both agencies under the Critical Mass name while providing clients with a broader spectrum of services.

“Our mission has always been to design meaningful experiences by relentlessly focusing on the customer,” said Di Wilkins, CEO of Critical Mass. “With Zócalo Group, we are able to augment our capabilities and extend connected customer experiences through social and word-of-mouth marketing.” 

“We’re excited to formally be a part of Critical Mass,” said Paul M. Rand, President and CEO of Zócalo Group. “We look forward to building on both companies’ track records of success, and to growing our shared capabilities for clients across the globe.”

Zócalo and Critical Mass already have strong foundations in each other’s areas of expertise. Zócalo, a social agency with pronounced digital experience, will enhance Critical Mass’ existing social capabilities while Critical Mass globalizes and expands the Zócalo offering. Together, they will provide clients a suite of industry-leading digital capabilities—Strategy, User Experience, Creative, Technology, Marketing Science, Social, Influencer and Word-of-Mouth marketing.

“Both Zócalo Group and Critical Mass are at the forefront of digital innovation and customer experiences,” said Dale A. Adams, chairman and CEO of the DAS Group of Companies. “We would be hard pressed to think of a better pairing, and are pleased to see these powerhouses move together under one roof. We believe this structure will offer great opportunities for both teams and their clients.”

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 10 full-service offices operating across North America, Europe, Latin 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 Zócalo Group

Zócalo Group ( is a full-service digital and social media agency, helping leading consumer and business-to-business brands become the most talked about and recommended in their categories. Based in Chicago, Zócalo Group has received numerous industry awards for brand programs and measurement initiatives. Zócalo Group is a part of the DAS Group of Companies. For more information, please visit

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.

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Source: Critical Mass

Critical Mass

Jared Kreiner, 917-606-8017

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