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Critical Mass Names Matt Di Paola Senior Vice President, General Manager

Critical Mass (, an Omnicom digital marketing agency, has appointed Matt Di Paola Senior Vice President, General Manager of its Toronto office. A digital industry veteran with a proven track record of leadership and innovation at several of Canada’s top agencies, Di Paola will be responsible for managing operations and stewarding the growth of the Critical Mass Toronto office.

Prior to joining Critical Mass, he was Chief Strategy & Innovation Officer at MediaCom Canada, leading the agency’s business science team and developing integrated business solutions for key clients. Before that, Di Paola served as Senior Vice President, Managing Director at Proximity Canada, overseeing a period of tremendous growth and securing digital and CRM AOR relationships with global blue chip clients including Gillette & HP, in addition to Canadian-specific clients like Mars, Campbell’s, Pepsi-QTG, Frito-Lay and RBC. He also led the agency to a host of creative award recognitions, including three Cannes Lions.

Di Paola also served as Director of Client Services at Tribal DDB, leading national accounts and award-winning integrated work for clients such as BMO InvestorLine, Canadian Tourism Commission and Gatorade. During his tenure, the Toronto office grew 200% and won Digital Agency of the Year in 2005.

An industry thought leader, Di Paola sits on the Advisory Board for nextMedia, participates with ideaBOOST and has presented on the topic of Branded Entertainment at nextMedia and at SxSW.

“Throughout his career, Matt has demonstrated a commitment to excellence and delivering results—both in terms of award-winning work and driving business growth. He is a great cultural fit, and his pedigree and deep knowledge of the digital space make him the ideal person to lead our Toronto office,” said Chris Gokiert, President, Critical Mass.

About Critical Mass

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

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