Omnicom acquires management and tech consulting firm Credera
Marketing and PR giant Omnicom has acquired 300-person-strong Dallas-based management and IT consulting firm Credera. The majority stake acquisition of the strategy and digital transformation consultancy will reinforce Omincom’s Precision Marketing Group – which specializes in digital and customer relationship management.
New York-based Omnicom Group is one of the largest advertising holding companies in the world, surpassed only by WPP. Founded in 1986, the group employs over 78,000 people and had revenues of $15 billion in 2016.
With traditional consultancies like Deloitte and Accenture pushing into the advertising space and poaching clients, ad giant Omnicom has fired back with the acquisition of a consulting firm – namely Credera, a management and technology consulting firm. The full-service consultancy has particular expertise in the areas of marTech (marketing technology) and ecommerce, providing clients with solutions to increase sales and customer engagement.
Credera was founded in 1999, and is headquartered in Dallas, with additional offices in Denver and Houston. Its 300-person consulting team has advised industry leaders like Southwest Airlines, National Geographic, NRG, and HomeAdvisor.
The majority stake purchase of Credera will bolster the operations of Omnicom Precision Marketing Group (OPMG), the digital and customer relationship management (CRM) specialist group within Omnicom.
"Credera works directly with the C Suite to help companies transform their business for the digital age," remarked Luke Taylor, Chief Executive Officer, Omnicom Precision Marketing Group. "Credera has become a trusted business advisor to change leaders across an impressive roster of B2B and consumer companies.”
Credera’s expertise in customer-centric technology platform development and implementation will complement OPMG’s strengths, which include a global presence, creative depth, and data analytics leadership – creating a compelling offering for Omnicom’s present and future clientele. Credera chairman and CEO Rob Borrego will continue to lead the newly-acquired consultancy.
"Omnicom is an excellent strategic and cultural fit that gives us direct access to a much larger client base, suite of services and talent," said Borrego. "Credera and Omnicom Precision Marketing Group can take an idea all the way from its conception upstream, to its implementation downstream – from the white board, through development, to a consumer's device."
“By joining forces, we can do this on a larger scale and accelerate our combined growth in management and marketing technology consulting."
