NEWS6 August 2018

Omnicom acquires consulting firm

M&A News North America Retail Technology

US – Omnicom’s digital and customer relationship arm, Omnicom Precision Marketing Group, has acquired a majority stake in management and tech consulting firm Credera.

Credera focuses on developing and implementing martech and e-commerce platforms, and works with Fortune 500 companies as well as brands including National Geographic and Southwest Airlines.

Founded in 1999, the company is headquartered in Dallas, Texas, and employs 300 staff.

The deal will strengthen Omnicom’s management and IT consulting offer at a time when advertising businesses are increasingly competing with the tech capabilities of management consultancy firms.

As Omnicom’s data and CRM specialist unit, Omnicom Precision Marketing Group focuses on product and service design, CRM and loyalty strategy, and econometric and attribution modelling. 

The value of the deal was not disclosed.

Luke Taylor, chief executive officer at Omnicom Precision Marketing Group, said: "Credera works directly with the c-suite to help companies transform their business for the digital age. It has become a trusted business advisor to change leaders across an impressive roster of B2B and consumer companies."

Rob Borrego, chief executive and chairman of Credera, will continue to lead the organisation and its management team.

Borrego said: "Credera and Omnicom Precision Marketing Group can take an idea all the way from its conception upstream to its implementation downstream. By joining forces, we can do this on a larger scale and accelerate our combined growth in management and marketing technology consulting."