Omnicom acquires management and tech consulting firm Credera

20 August 2018

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.

Omnicom acquires management and tech consulting firm Credera

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."


OneDigital buys Northwestern Benefit in company's largest acquisition yet

11 April 2019

Human resources and benefits consultancy OneDigital Health and Benefits has acquired Northwestern Benefit, the largest privately held benefits broker in Georgia.

Atlanta-based OneDigital has carried out an aggressive acquisition strategy in past years, completing 28 deals in 2018, as well as five in 2019 thus far. Its recent acquisitions have included consulting firms Paradigm Group, Cherry Creek Benefits, and Veritas Risk Services. OneDigital’s rapid expansion last year boosted annual revenue by $100 million in 2018, reaching $400 million.

OneDigital’s core offerings include strategic benefit advisory services, analytics, compliance support, human resources management technology, and insurance broking. The firm has more than 80 offices in the United States.

The consulting firm has continued its accelerated growth strategy with the purchase of benefits and HR consultancy Northwestern Benefit, which is also based in Atlanta. “This represents an exciting milestone for OneDigital, where our largest acquisition to date is also located right here in our home state of Georgia,” Adam Bruckman, CEO of OneDigital, said. “Northwestern lets us compete in the Atlanta benefits marketplace in an entirely new way.”OneDigital buys Northwestern Benefit in company's largest acquisition yetThe acquired firm was founded in 1996, and provides benefits, HR, compliance, wellness, education, and workforce planning advisory services to clients in George and across the US. Northwestern Benefit’s 150 employees will join OneDigital, bringing the firm’s headcount to over 1,600 employees, and its employer client count to approximately 50,000.

OneDigital’s chief growth officer, Mike Sullivan, highlighted Northwestern’s excellent sales culture and client service models as factors in the deal, while noting that the deal will significantly expand the firm’s middle market scale and capabilities. Sullivan expects more deals on the horizon, as OneDigital seeks to scale up further. “We expect north of 25 acquisitions again this year to bring us over the $500 million revenue threshold,” he said.

David Asbury, CEO of Northwestern Benefit, will join OneDigital as a senior managing principal. “As the benefits space continued to consolidate and we considered acquirers, it was incredibly important to me to find the right partner,” he said. “With OneDigital’s scale, reach and long-term vision, we knew our organizations would fit together and be stronger together right off the bat.”

As employment levels remain at record highs, employers are increasingly turning to effective and comprehensive benefits packages in order to attract and retain a dwindling pool of talent. HR and benefits firms help employers strategize the ideal benefits and compensation packages to get the talent they need, while doing so in the most cost-effective manner. “In a rapidly changing economy, an employer’s ability to attract and retain talent is often directly tied to the benefits they can provide, and OneDigital ensures we’re supplying our clients with the most robust health, wealth, and HR advisory services,” Bruckman said.