- Omnicom Group agreed to buy a majority interest in digital marketing firm Areteans as part of the advertising holding company’s ongoing effort to provide marketers with expertise in digital transformation and customer experience. The acquisition will expand Credera, the part of Omnicom Precision Marketing Group that specializes in digital and customer relationship management (CRM), per an announcement. Terms of the deal weren’t disclosed.
- Unilever, Macquarie Group and QBE Insurance Group are among the customers of Areteans, which uses technology such as CRM software from Pegasystems to help marketers find and retain customers, and to improve their digital marketing and e-commerce capabilities, The Wall Street Journal reported. Areteans, which was founded in 2015, has more than 600 employees worldwide, while Credera has more than 800.
- Omnicom’s planned purchase of Areteans, which is expected to close in the second quarter, comes as traditional ad agencies seek to expand their digital capabilities amid growing competition from management consulting firms that encroached on their turf with the acquisitions of ad-tech firms and creative agencies.
Mergers and acquisitions in the advertising industry have picked up this year, including deals by brands seeking to expand their in-house expertise, and Omnicom’s planned purchase of a controlling stake in Areteans is in line with the recent emphasis on digital marketing and…