Scott Weisbrod is leaving his post at Sapient Nitro where he spent the last year as director, customer experience strategy. He is returning to Critical Mass, where he will serve as its vice-president, strategy – a global role within the agency.
Weisbrod was first with Critical Mass from 2003 to 2010, holding both director of digital strategy and account director titles during his tenure at the agency’s Toronto office. He later joined Blast Radius before heading to Sapient Nitro in July 2012.
Weisbrod told Marketing he sees his return to Critical Mass as a homecoming. “With all respect to the last two agencies I was at, I feel my heart never really left Critical Mass,” he said. “That’s a testament to the people and the culture and the kind of clients [Critical Mass] attracts.”
In his new role, Weisbrod (who starts working out of the Toronto office July 29) will have the opportunity to work with the agency’s global clients, which include Adidas, Nissan, Clorox and Harley Davidson. Weisbrod’s new role is “cross disciplinary” and will have him working with all departments but primarily focused on the insight and planning group, which is comprised of account planners, strategists and experience architects.
“Opportunity for me to take all the experience I’ve accumulated and let a number of clients at the agency have access to that,” said Weisbrod of his new role. “For now, that’s really going to be about global clients and thought leadership for the agency as a whole.”
Matt Di Paolo, senior vice-president, general manager of Critical Mass Toronto, said he has a great respect for the work Weisbrod has done throughout the years.
“He’s definitely a thought leader in this space – always pushing clients, a blend of user experience and a great marketing background… I’ve been looking forward to us crossing paths for a while,” said Di Paola, who started with Critical Mass in September of last year.
