• by Amy Corr  @MediaPostOTL, December 5, 2013

Critical Mass was added to Valspar’s agency roster and named digital agency of record for Valspar’s Guardsman professional furniture care division. The new relationship marks Guardsman’s first digital agency of record after a review that concluded last month. Critical Mass, an Omnicom global digital marketing agency, will begin work immediately, developing a new website and digital marketing campaign slated to launch in early 2014. “From the start of the pitch process, Critical Mass showed a clear understanding of our business and what motivates our customers in furniture ownership and care,” said Stuart Graff, Division Vice President of Guardsman. “The team impressed us with a strong creative vision that tells our brand story across all digital platforms and experiences.” The new assignment will be led from the agency’s Chicago office that also works with Greater Miami Convention and Visitor’s Bureau, HP, Moen and United Airlines.