Critical Mass: the It Creativity Challenge Case Study
Case Analysis of Critical Mass
The IT Creativity Challenge
Abstract
Founded in 1995 by Ted Hellard and Michel Clairo, Critical Mass began as a CD-ROM development company. Hellard, called upon Mercedes Benz with an idea of using Hellard’s golf CD-ROM. He was instead asked to develop a web presence for Mercedes Benz. Mercedes Benz signed with Hellard, moving Critical Mass in a new direction.
Today, Critical Mass has 500 employees worldwide with locations in Calgary, Toronto, Chicago, New York, London, Amsterdam, and Costa Rica. Critical Mass is a successful digital marketing agency specializing in designing websites for “the world’s most admired customers” (Critical Mass. 2009). Omnicom Group Incorporated owns 54% of Critical Mass.
Keeping up with the ever-changing Internet environment has proven to be a challenge for Critical Mass. Gordon Burk, senior vice president and managing director, identified what he believed were two issues preventing Critical Mass from growing: • Exorbitant Salary Levels • Geographically Widespread Talent
This paper analyzes the business strategy and creativity challenges of Critical Mass. The analysis will be from a CIO perspective and will sequentially identify Critical Mass’: • Environment and Culture • Business Level Strategy • Corporate Strategy • Structure and Control Systems
Problems will be identified in each section and recommendations, aligned with CIO Best Practices and marketing principles, will be made.
Critical Mass: Case Analysis
Rapid changes in the Internet environment forced Critical Mass to take an in depth look at current business strategies in an attempt to improve their position in the marketplace. Successful with large name clients, Critical Mass is still not as well known as its competitors, remaining a modest player in its market.
Environment and Culture
Environment and culture of an organization has a direct impact on creativity and innovation. For
The IT Creativity Challenge
Abstract
Founded in 1995 by Ted Hellard and Michel Clairo, Critical Mass began as a CD-ROM development company. Hellard, called upon Mercedes Benz with an idea of using Hellard’s golf CD-ROM. He was instead asked to develop a web presence for Mercedes Benz. Mercedes Benz signed with Hellard, moving Critical Mass in a new direction.
Today, Critical Mass has 500 employees worldwide with locations in Calgary, Toronto, Chicago, New York, London, Amsterdam, and Costa Rica. Critical Mass is a successful digital marketing agency specializing in designing websites for “the world’s most admired customers” (Critical Mass. 2009). Omnicom Group Incorporated owns 54% of Critical Mass.
Keeping up with the ever-changing Internet environment has proven to be a challenge for Critical Mass. Gordon Burk, senior vice president and managing director, identified what he believed were two issues preventing Critical Mass from growing: • Exorbitant Salary Levels • Geographically Widespread Talent
This paper analyzes the business strategy and creativity challenges of Critical Mass. The analysis will be from a CIO perspective and will sequentially identify Critical Mass’: • Environment and Culture • Business Level Strategy • Corporate Strategy • Structure and Control Systems
Problems will be identified in each section and recommendations, aligned with CIO Best Practices and marketing principles, will be made.
Critical Mass: Case Analysis
Rapid changes in the Internet environment forced Critical Mass to take an in depth look at current business strategies in an attempt to improve their position in the marketplace. Successful with large name clients, Critical Mass is still not as well known as its competitors, remaining a modest player in its market.
Environment and Culture
Environment and culture of an organization has a direct impact on creativity and innovation. For
References: Connery, Michael. Who’s Really on Social Network. 7 October 2006. Retrieved from http://www.futuremajority.com/node/79 Critical Mass. 2009. Retrieved from http://www.criticalmass.com/about/discover.htm Stenzel, Joe. CIO Best Practices: Enabling Strategic Value with Information Technology. 2007. John Wiley & Sons.