• by Steve McClellan  @mp_mcclellan, January 7, 2014

Omnicom digital shop Critical Mass has hired Conor Brady as Chief Creative Officer and Chris Hayes as CMO, the agency has confirmed.

Both executives departed Interpublic’s Huge last month, although at the time it was unclear where the duo was headed. The pair served in the same capacities at Huge as they will at Critical Mass. Both will now report to Critical Mass CEO Dianne Wilkins.

Separately, Critical Mass said it was merging its London operation with that of London-based Agency Republic, also an Omnicom Agency.

 Following the merger, Agency Republic’s Matt Kwiecinski and Alistair Campbell will lead the combined UK team as Managing Director and Executive Creative Director respectively. Additionally, Kwiecinski joins the executive leadership team at Critical Mass while Campbell joins the shop’s new Creative Council, led by Brady.

Susanne Jones, former Managing Director of Critical Mass London, is shifting to a new client role, according to the agency.

“Today’s news shows our substantial commitment to further strengthening our capabilities and talent available to our global clients,” said Wilkins.