Santa outsources digital work for the first time in history!

Santa outsources digital work for the first time in history!

Steve’s breakdown: We don’t usually report on accounts won because that’s a waist of time to the new business hunter. But this story touched our hearts and reminds us that the holiday season is upon us and that there are a million ways to promote your agency!!

NORTH POLE: Critical Mass, an Omnicom digital marketing agency, has been named Digital Agency of Record for Santa Claus, the leading provider of holiday cheer. The relationship will encompass product development, e-commerce, social media, mobile and content development to deliver a more modern, merrier holiday experience for qualified giftees around the world.

As a first project, Santa has engaged Critical Mass to test new production methods for the 2011 holiday season, helping to reduce the reliance on Elf-labor. “Critical Mass brings relevant experience and a track record of delivering successful solutions across complex organizations like ours. They also ‘get’ my vision of holiday spirit. In partnership with MakerBot Industries, the agency has a shiny new fleet of Thing-O-Matics ready for the gift-giving season. The result will be a more streamlined production platform where Elves can help me spread holiday joy instead of being stuck in the factory. I’m so excited, I’m already jiggling like a bowl of jelly!” says Santa.

“When the Elves are swamped with production work, they lose their connection with kids around the world. This in turn begins to erode overall holiday spirit. Our Thing-O-Matic innovation takes the Elves largely out of the production role, freeing them up to be more accessible to kids. Digital is the new Rudolph. Technology can help Santa deepen relationships with this savvy and demanding demographic in ways we haven’t seen since that famous nose glowed,” said Dianne Wilkins, CEO, Critical Mass.

Santa’s Elves are annually besieged by the billions of requests they receive via Snail Mail, so this year they ask that your Holiday Wish be sent through from December 13-15. Individuals can also tweet their Holiday Wishes to @criticalmass or enter them on the Critical Mass Facebook page. Each Wish will be scored against Santa’s Naughty/Nice Index and production testing will begin upon approval. The Elves, positively giddy about this experimental equipment, have taken countless hours of video footage inside Santa’s famed Workshop and will be offering visitors a rare opportunity to see how things are done behind the scenes.

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. An award-winning agency consistently recognized as a leader in the digital marketing arena, Critical Mass operates globally from offices in Calgary, Toronto, Chicago, New York, Nashville, London, Amsterdam and Costa Rica. Critical Mass is a unit of Star Marketing Group ( For additional information, visit our website:, our blog:, or follow us on twitter: @criticalmass.



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