Critical Mass Inc. announced the creation of its Experience Distribution practice. Focused on driving consumer engagement at the point of need, the group's proprietary methodology aligns business objectives and consumer insights to relevant marketing channels, and evaluates success across the breadth of digital initiatives--ultimately connecting brands with customers on their terms. Critical Mass' Distribution Methodology is based on a rigorous analysis of consumer behavior in order to identify clients' Consumer Engagement Opportunity. Once business objectives and consumer insights are determined, the group implements a proprietary scoring methodology--based on Searchable, Syndicated, Situational and Social content--to prioritize and recommend the best avenues to influence desired consumer behavior. Measurement is the final step to evaluate effectiveness and evolve recommendations based on key learnings.

Critical Mass, Inc. and Infiniti announced the launch of a global brand website for Infiniti. The new site (www.infiniti.com) enhances the luxury automotive brand's global presence while driving traffic to Infiniti's extensive network of regional dealers. As Infiniti's global Digital Agency of Record, Critical Mass also redesigned Infiniti's Middle East site (www.infiniti me.com) to bolster Infiniti brand's presence in the region. Launched on a global CMS platform, the site features a vibrant new design, 360 vehicle views, configuration tools to personalize your automobile before purchase, and the ability to request a test drive from Infiniti dealers across the region. The Infiniti Middle Eastern site is the first regional site to have language selection on the site itself (rather than on the redirect prior to the site) and was built with the flexibility to accommodate the nuances of both English and Arabic languages.

Critical Mass Inc. has named veteran e-business and digital communication strategist Cameron Bedford to the role of Senior Vice President, General Manager. In his new position, he will oversee the daily management of the Toronto office and its contribution to the company's global operations. Bedford brings more than 20 years of experience in marketing, communications, and e-business consulting to the position. Prior to joining in the company, Bedford was Vice President, General Manager at Fjord Interactive Marketing +Technology.