Marketing Technology

Omnicom’s Credera creates an unrivaled global MarTech consulting firm


Omnicom’s Credera, a global consulting firm, announced it is simplifying its organization to enhance its focus as a digital transformation consulting firm to help companies accelerate growth.

The move realigns Credera’s leadership and organization structure to augment services to clients and accelerate investments in end-to-end consulting capabilities, including customer strategy, experience design, modern marketing transformation, and digital and MarTech enablement. The changes follow years of organic growth, geographic expansion, and the strategic acquisitions of Smart Digital, TA Digital, DMW Group, and BrightGen.

Under the new structure, all Credera group companies will operate under the Credera brand. Clients will benefit from a streamlined consulting experience and access to deep industry expertise delivered through two primary business units: Digital with capabilities in MarTech, ecommerce, and digital platforms and Consulting with capabilities in management consulting, data, artificial intelligence (AI), and technology consulting.

“Aligning all Credera companies under one brand and leadership team will create more value for our clients,” said Justin Bell, Credera’s global CEO. “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.”

The changes capitalize on the strength of the leadership teams throughout the organization. Justin Bell will retain his role as the global CEO of Credera. Dr. Ali Alkhafaji will transition from his role as CEO of TA Digital to become the CEO of Credera’s global Digital  business unit. Chris Dean will transition from his position as CEO of Credera U.K. to CEO of Credera’s global Consulting business unit.

Founded in 1999, Credera has experienced sustained and rapid growth. At the time of its acquisition by Omnicom in 2018, the group had 300 employees in three U.S. locations. Since then, Credera has continued to gain momentum and now has a team of 4,000 members across 17 locations globally. Credera and its network companies have earned numerous accolades, including achieving AWS Premier Partner status, Salesforce Outstanding Implementation Partner award, PegaWorld Market Maker recognition, launching the AI Global Council, and being named a five-time Best Workplace in Consulting & Professional Services and a Forbes World’s Best Management Consulting Firm.

“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,” said Luke Taylor, CEO of Omnicom’s Precision Marketing Group. “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.”

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