NEWS30 September 2019

Omnicom acquires Smart Digital

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US – Omnicom’s digital and customer relationship management (CRM) specialist Omnicom Precision Marketing Group (OPMG) is to acquire a majority stake in consulting and marketing tech company Smart Digital.

The deal will strengthen Omnicom’s AI and personalisation tools.

Founded in 2011 in Gerlingen, Germany, Smart Digital’s AI platform recognises users across online digital environments and target personalised communications based on behavioural data.

The company’s services also include data management, end-to-end digital strategy development and cross-channel marketing.

Luke Taylor, chief executive, OPMG, said: "Partnering with Smart Digital is not only a strategic move for Omnicom, as we grow and leverage proprietary tools, like Omni, to strengthen our AI and personalisation capabilities, but, moreover, it’s important for our clients – for whom we'll be better able to deliver powerful end-to-end customer experience solutions.”

The terms of the deal were not disclosed and it is subject to regulatory approval.