CULTURE

Where passion drives purpose and curiosity leads to discovery.

Empowered people. Impactful results.

We’re Criterion.B — founded on the belief that everything should be tested, and no knowledge should be taken for granted, we surround ourselves with minds at work. Our team of persistent thinkers, ardent writers, and analytical experts take charge to bring marketing innovation to commercial real estate.

Our aim is to offer value. And when we talk about value, we don’t just mean shareholder value, or company profit. We mean reaching your customers as well. Our ROI-centric approach touches every aspect of the work we do, meaning great returns for you, while speaking to the needs and wants of your customers. It’s not enough for us to help peddle products or services. We believe in building your brand into one that your customers can trust — giving your brand value and strength. Our success as an agency is dependent on the perception we build for your customers.

Our Team

Jon Simpson

Jon Simpson

Founder & CEO
Jon is the Founder and CEO at Criterion.B. In 2008, Jon founded Canonball Creative Inc., the parent company of Criterion.B. Through his leadership, Criterion.B has evolved to provide social media, web, and content marketing solutions for the commercial real estate space. Throughout his more than two decades of experience, Jon has worked on numerous global and national brands.

Greg Ratzlaff

Creative Director
Greg is an award winning Creative Director who loves being hands on. He loves leading the creative team to help the client further develop their marketing vision. Greg enjoys being involved from concept to deliverable, ensuring the result is rooted in strategy, clear goals, and the highest level of creative execution. He’s been an experienced creative leader, brand builder, and designer serving national and international Fortune 100 and Fortune 500 clients.
Samantha Blunck

Samantha Blunck

Senior Account Manager
As Criterion.B's Senior Account Manager, Samantha handles both internal and external project management. She is responsible for client-agency relationships, business development, market research and product/service development. She was formerly, Sales Manager at Union Pacific Railroad where she was responsible for an account base of several million dollars in revenue. She is a Business and Marketing graduate of The University of Nebraska at Kearney.
Ashley Tyndall

Ashley Tyndall

Director of Client Service
As Criterion.B’s Director of Client Service, Ashley leads the corporate communications, public relations, and media relations efforts for the agency. She was formerly Director of Marketing and Business Development for Canonball Creative Inc. She has more than 20 years of agency experience in marketing and account direction roles supporting a diverse industry base. She is an advertising and graphic design graduate of The University of Mary Hardin-Baylor.

Natalie McKinney

Content Director
As Criterion.B’s Content Director, Natalie develops and implements social media, content, and blogging strategies for clients and the agency. With her English degree from Stephen F. Austin State University, Natalie pairs her grammar skills with her creative flair to make informed and unique marketing decisions. She was formerly Deputy Editor at Royal Media Group, a New York City-based media company, where she was responsible for the content, strategies, and production of three B2B trade publications.

Rachel Marsh

JUNIOR WRITER
In her role as Junior Writer, Rachel crafts engaging social media content, topical and targeted blogs, and unique messaging for clients. She employs the tools and insights she gained from her English and media communications degrees at Florida State University to assist in impactful brand storytelling and social campaigns. Rachel has over three years of previous social media and marketing experience where she helped brands thrive online.

Phong Nguyen

JUNIOR ART DIRECTOR
As Criterion.B’s Junior Art Director, Phong helps develop innovative concepts, brand strategy, and creative design solutions for the agency and its clients. He graduated from the University of Texas at Arlington with a Bachelor of Fine Arts in visual communications. As the newest addition to the team, Phong is already making an impact with his driven passion to express his thoughts and visions through artistry.

David Thom

PROJECT MANAGER
With more than six years under his belt in web development, David brings a wealth of knowledge to the Criterion.B team in managing web projects and building dynamic sites. He is self-taught, with a variety of experience building web solutions to streamline projects for online businesses. As the agency’s Project Manager, David enjoys problem-solving and coming up with creative solutions to improve processes for project workflow.

Fun Facts About Criterion.B

6732+

M&M's Consumed Annually

Based on the standard 3 pound bag, we consume over 370 servings annually.

47

Gallons of Margaritas and Salsa consumed

As a Dallas agency, we take Tex-Mex very seriously. From office parties to lunch outings, we like to honor our hard work with some Tex-Mex classics.

3

Murals of Industry Influencers

Placed behind our custom office barn doors, we feature industry icons who inspire us. Hedy Lamarr (actress who's inventions lead to the invention of Wi-Fi), David Ogilvy (father of advertising), and Paul Rand (iconic graphic designer).