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 & Chief Strategist 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 19-year career, 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 Corporate Communications
As Criterion.B’s Director of Corporate Communications, 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 16 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 Mattila

Digital Content and Social Media Lead
As Criterion.B’s Digital Content and Social Media Lead, Natalie develops and implements the 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.
Our Awesome Junior Art Director

Ryan Crisman

Junior Art Director
Ryan, known around the office as “R-Dawg,” is an Adobe wizard with a knack for photography. His design skills are impressive, but his competitive bicycling skills are perhaps even more impressive. A graphic design graduate of Dallas Baptist University, Ryan is putting his degree to work producing creative solutions that drive results. Fueled by nitro cold brew coffee, there is not much that Ryan can’t handle — even a temperamental InDesign file. Fun fact: He is a former pedicab driver from Kansas City.

Fun Facts About Criterion.B


M&M's Consumed Annually

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


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.


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).