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									Critical Mass Wins Nutella Canada Digital Account
Tuesday February 02, 2010 - 12:43 PM EST

Source: Business Wire News Releases
Author: Critical Mass

Click here to read the original story

Critical Mass (, a digital marketing agency and unit of Omnicom's Star Marketing
Group (, has been named the interactive agency of record for Nutella Canada. Critical
Mass will be responsible for providing the fully integrated digital strategy for Nutella Canada and driving
consumer conversations and engagement through the site (, social, CRM, and emerging
media channels.

During its comprehensive agency search, Ferrero sought an integrated digital agency partner to provide
strategic leadership and best-in-class practices for the Nutella brand. Critical Mass' focus on strategy and
insight-led creative, coupled with their Experience Distribution approach and measurement thinking, were key
factors cited in their selection.

"We are excited about our partnership with Nutella," said Cameron Bedford, Senior Vice President, General
Manager, Critical Mass. "We are looking forward to helping them better leverage the already strong consumer
passion and interest in Nutella and realize the full potential of the online channel by creating experiences that
drive dialogue and engagement with the brand," Bedford added. Critical Mass is also slated to lead future
digital initiatives for other brands in the Ferrero portfolio.

About Ferrero

Ferrero is one of the largest confectionery companies in the world and the Ferrero Family continues to delight
its consumers with a line of unique treats, including Kinder Surprise (also known as "Kinder Eggs"), Kinder
Chocolate bars, and Kinder Bueno. Additionally, Ferrero produces many other products, including Nutella,
Ferrero Rocher, Rondnoir and Tic Tac.

About Critical Mass

Critical Mass (, an Omnicom digital marketing agency, helps the world's leading
companies use digital media to create extraordinary experiencesâ experiences that bring together creative
thinking, smart ideas and emerging technologies to drive our clients' business. Consistently recognized by
Forrester Research as a leading interactive agency, Critical Mass operates globally from offices in Calgary,
Toronto, Chicago, New York, London, Costa Rica, and Amsterdam. For additional information, visit our
website:, our blog:; or follow us on twitter: @criticalmass.


Celia Jones
Critical Mass

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