Dianne Wilkins
CEO
Critical Mass

With extensive experience in client service, strategy and operations, Di has worked as Account Manager, Managing Director, COO and President during her more than eight year tenure at Critical Mass. Regardless of her title, Di has been an instrumental player in all facets of the company. 

Di began her career at Critical Mass by starting up a Swedish joint venture with a small team from Calgary.  Founded to serve the Saab Automobile global account, the Swedish agency grew from 12 to 65 staff under Di’s leadership.  Di returned to Critical Mass in Calgary in the fall of 2000, and since that time has participated actively in new business, company operations and has led client teams for Nokia, Kaiser Permanente, P&G, Citi and the Las Vegas Convention and Visitors Authority, and many more.  Regardless of whether she's leading an account or leading operations for the 360+ person company, Di has always been a clear company driver.  Her recent appointment as CEO is a testament to her talent and expertise. 

As the top rated interactive agency according to Forrester Research for two consecutive years, Critical Mass’s success is based on listening to and leading clients.

Before joining Critical Mass, Di was a golf pro, which helped to steel her nerves, improve her short game and teach her when to call on the caddie's advice.