Nutella Canada names Critical Mass AOR

Confectionary company Ferrero named Critical Mass its interactive agency of record for Nutella Canada after a comprehensive search.

Critical Mass, part of Omnicom's Star Marketing Group, is charged with driving consumer engagement through CRM, social media and the brand's Web site, according to a statement from the agency. The hire was announced February 2.

The interactive shop is slated to add other Ferrero brands to its client portfolio as well, according to the statement.

Representatives from Critical Mass and Ferrero could not be immediately reached for comment.