Creativity and Business Innovation Prof. Stefan Meisiek Case Analysis of Critical Mass : The IT Creativity Challenge Piyush Choudhary 2013962348 Executive Summary

Critical Mass is a highly successful digital marketing service firm with a its major clientele part of the Fortune 500 group. The Internet industry of which Critical Mass is a part is changing a lot. The social media tools have created a generation that has access to a lot more information. Consumers are becoming highly demanding in making creativity and innovation a must for the success of Critical Mass Inc. The company had invested a lot of resources to achieve a so called creativity inducing environment and organized a plethora of activities to ensure that the creative juices kept flowing. At this juncture the company is at the crossroads to take its next step towards a significant expansion in its client base. As a result Brian Kramer (Tech Director) and Gordon Bunk (Senior VP and MD) have decided to inspect and revaluate the current practices followed in the firm to determine whether they were having the required effect make necessary changes to make them more meaningful and result oriented.

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Creativity and Business Innovation Prof. Stefan Meisiek

Introduction
Critical Mass was setup in 1995 by Ted Hellard and Michael Clairo with the intention of being a interactive golf CD-ROM development company. As a part of the plan Hellard went to pitch his interactive golf CD-ROM to Mercedes Benz ,however he was instead asked to create a web presence for Mercedes Benz. Mercedes Benz signed with Hellard giving Critical Mass a completely new angle. This created a domino effect of success for Critical Mass Inc. who bagged one bluechip client after another ( see Exhibit 1 for Client List). International recognition of Critical Mass Inc. led to Omnicom Group Inc., the world's largest marketing