Canadian Ad Insider

Critical Mass has appointed Matt Di Paola Senior Vice President, General Manager of its Toronto office. A digital industry veteran with a proven track record of leadership and innovation at several of Canada’s top agencies, Di Paola will be responsible for managing operations and stewarding the growth of the Critical Mass Toronto office.

Prior to joining Critical Mass, he was Chief Strategy & Innovation Officer at MediaCom Canada, leading the agency’s business science team and developing integrated business solutions for key clients. Before that, Di Paola served as Senior Vice President, Managing Director at Proximity Canada, overseeing a period of tremendous growth and securing digital and CRM AOR relationships with global blue chip clients including Gillette & HP, in addition to Canadian-specific clients like Mars, Campbell’s, Pepsi-QTG, Frito-Lay and RBC. He also led the agency to a host of creative award recognitions, including three Cannes Lions.

Di Paola also served as Director of Client Services at Tribal DDB, leading national accounts and award-winning integrated work for clients such as BMO InvestorLine, Canadian Tourism Commission and Gatorade.   Matt has also been an asset for Profectio as one of the mind that we’ve tapped into for our Industry Opinion section from time to time.

Matt takes over for Cam Bedford who has now joined Klick Health as their Vice President of Strategy.
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