P&G Selects Critical Mass for Pampers

NEW YORK Critical Mass has landed interactive duties for Procter & Gamble’s Pampers brand following a review, a representative for the packaged-goods company said today.

The interactive agency, 50 percent owned by Omnicom Group, will handle U.S. Web site and other online initiatives for Pampers. P&G put $263,200 behind online measured media for the diaper brand last year and $341,600 for the first six months of this year, according to TNS Media Intelligence/CMR.

The decision comes after the Cincinnati-based client considered a handful of undisclosed roster and non-roster P&G shops. The Pampers interactive incumbent, Bridge Worldwide in Cincinnati, did not defend.

Critical Mass, headquartered in Calgary, Alberta, with its main U.S. office in Chicago, has worked with P&G in the past on projects like revamping its corporate Web site, PG.com.

Publicis Groupe’s Saatchi & Saatchi in New York oversees the Pampers offline account. In addition to Bridge, P&G’s other primary digital roster shops include Grey Global Group’s Grey Interactive in New York, Whittman Hart in Chicago and imc2 in Dallas.