Credera sunsets sub-brands

Credera, a Dallas-based digital consulting firm, yesterday announced it is unifying its various sub-brands under the Credera brand.

Since its 2018 acquisition by advertising giant Omnicom, Credera has expanded from 300 employees in three US locations to 4,000 employees in 17 global locations. The growth has included the strategic acquisitions of Smart Digital, TA Digital, DMW Group, and BrightGen.

Aside from sunsetting the brands of its acquired firms, Credera’s reorganization includes the creation of two primary business units to streamline service delivery: the “digital” business will gather capabilities in marketing technology (martech), ecommerce, and digital platforms, while the “consulting” business will house management consulting, data, AI, and technology consulting offerings.

Justin Bell will retain his role as the global CEO of Credera; Ali Alkhafaji, PhD, will transition from his role as CEO of TA Digital to become CEO of the digital business unit; and Chris Dean will transition from his position as CEO of Credera UK to CEO of the consulting business unit.

“Aligning all Credera companies under one brand and leadership team will create more value for our clients," Bell said. "At the core of all of this are Credera's people who continue to be the driving force of data, AI, technology, and MarTech expertise and help us achieve our mission of creating extraordinary impact for our clients and communities."

Luke Taylor, CEO of Omnicom's Precision Marketing Group, added, "Credera is an amazing growth story and truly exemplifies a different type of consulting firm. It has global scale yet offers bespoke experiences that deliver unparalleled value for clients. With these changes, Credera will remain at the forefront of guiding businesses on how to transform their operations in a world that will be revolutionized by AI."