Marketing company Critical Mass appoints Valerie Carlson as its new Chief Creative Officer.
Valerie Carlson, a seasoned creative professional with over 20 years of experience, has been appointed as the new Chief Creative Officer at Critical Mass, a digital marketing and experience design agency with offices in 11 locations worldwide.
Carlson joins Critical Mass from Wunderman Thompson Los Angeles, where she served as Executive Creative Director. Her career spans various creative roles at Possible, Evolution Bureau, Razorfish, Method, and Wunderman Thompson Los Angeles.
In her new role, Carlson is replacing Conor Brady, who left the agency last year. Her appointment signifies a new chapter in Critical Mass's creative direction, focusing on human needs and culture.
Carlson's dedication to creating work that is centered around people, culture, and human needs is evident in her statement to Adweek. She emphasised her long-standing commitment to building teams and creating work that addresses human needs.
Prior to her tenure at Wunderman Thompson Los Angeles, Carlson briefly served as global vice president and creative director at cleaning products company Method. Before that, she held creative roles at Razorfish, Evolution Bureau, and Possible.
Critical Mass, with its global presence and focus on digital marketing and experience design, offers a unique platform for Carlson to showcase her extensive experience. The agency's commitment to creating impactful and meaningful work aligns perfectly with Carlson's philosophy.
Carlson's predecessor as Chief Creative Officer at Critical Mass was not publicly disclosed. However, her appointment marks a significant milestone in the agency's creative journey, as she brings a wealth of knowledge and a people-centric approach to her new role.
As Critical Mass embarks on this new creative chapter, under Carlson's leadership, we can expect a continued focus on creating work that resonates with people and drives cultural change.
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