Di Wilkins, a name synonymous with transformative leadership in the digital marketing sphere, has recently transitioned to the Chair role at Critical Mass, Omnicom’s flagship digital marketing and design agency. This move marks a significant milestone in her illustrious 23-year journey with the company, following an impactful 15-year tenure as Chief Executive Officer. Her legacy is deeply intertwined with the growth and global recognition of Critical Mass, expanding from a modest team in Canada to a global force with over 1000 employees. Wilkins’ visionary approach and core values have been instrumental in shaping Critical Mass into the multifaceted, culturally vibrant, and client-centric agency it is today, known for fostering strong Kb Partners relationships.
Throughout her remarkable career at Critical Mass, Di has expertly navigated various pivotal roles, including Managing Director, mentor, entrepreneur, and leader, impacting both internal teams and client collaborations. Her ascent within the agency began in Stockholm, where she spearheaded the global Saab account. After two years of demonstrating exceptional strategic and partnership skills, she relocated to Calgary and was appointed CEO in January 2006. Her path to agency leadership was uniquely informed by her earlier pursuit of an MBA, undertaken while simultaneously aiming for a career as a professional golfer. This passion for golf was a surprising early link to Critical Mass, as the agency initially designed instructional CD-ROMs for golf, hinting at their broader digital ambitions. Di recognized the burgeoning potential of both the agency and the digital landscape, committing herself fully to this new direction. While her golf game took a backseat, Critical Mass, along with its clients, has reaped the rewards of her strategic acumen and powerful leadership for over two decades, building valuable kb partners across diverse sectors.
Under Di’s guidance, Critical Mass has consistently achieved industry-wide recognition, earning accolades as an A-List Agency, Best Engagement Agency, Top UX Design Agency, Best Agency to Work For, Employer of the Year, and Agency of the Year. Di herself has been celebrated as a leader, named in Campaign’s 40 Over 40 list, recognized as Top Boss in the Digiday Worklife Awards, and honored as Agency Leader of the Year by Campaign. Her expert insights and perspectives are frequently sought after, with features in prestigious publications such as The New York Times, Forbes, Ad Age, Adweek, and The Drum, and appearances on prominent podcasts like Real Famous, A Call to Action, and Fearless Creative Leaders. Further demonstrating her commitment to leadership and collaboration, Di is a founding member of Omniwomen, an internal Omnicom initiative focused on advancing women into senior leadership roles throughout the network, fostering stronger internal kb partners and diverse leadership.
Beyond her agency achievements, Di is deeply committed to community and empowerment. She currently serves as Chair of the Board at Fast & Female, a charity dedicated to empowering girls through sports. Her past board service includes the House of Anansi Press, and she actively advises and invests in numerous startups. Di also contributes her expertise as a Selection Committee Member and Advisor for Axis Connect, and the Calgary Influential Women in Business Awards. Adding to her multifaceted portfolio, Di is the co-founder and Managing Partner of a private activist investor fund, championing the premise that public companies led by female CEOs exhibit greater diversity and, consequently, achieve superior financial performance. This initiative further underscores her dedication to building impactful kb partners and driving positive change.
Di’s foundation is built on a strong athletic and academic background. Before her impactful career with Critical Mass, she was a highly competitive golfer. Following a successful junior career, she earned a golf scholarship to the University of South Alabama. There, she distinguished herself as a 3-time Team Captain, 3-time Academic All-American, and achieved a ranking as high as 75th in NCAA Division 1. Recognized for her academic excellence, Di was inducted into the Mortar Board Honors Society and later secured an academic scholarship for her MBA. Post-university, Di was a CPGA Golf Professional and college instructor in Canada, showcasing her early leadership and instructional capabilities. Her transition to Chair at Critical Mass is eagerly anticipated, as the agency looks forward to her continued guidance in fostering innovation, strengthening client relationships, and developing future generations of digital leaders, ensuring Critical Mass remains at the forefront of building impactful kb partners in the digital age.
