• by Steve McClellan  @mp_mcclellan, March 2, 2022

Omnicom Group has acquired TA Digital as part of its efforts to expand its digital transformation, content management, commerce and customer experience capabilities. Financial Terms weren’t disclosed.

Headquartered in San Francisco, TA Digital is a leading global digital experience consultancy that specializes in the design, delivery and implementation of customer experience, digital content management and digital commerce solutions for enterprise clients.

The firm is an Adobe Global Platinum Partner, an Acquia Gold partner, SAP Gold Partner and a Sitecore partner. It has a team of 800 in offices around the globe.

TA Digital will become part of Omnicom Precision Marketing Group (OPMG), the division that manages the company’s digital transformation and customer relationship management specialists.

Within OPMG TA will be aligned with Credera, Omnicom’s global consulting firm focused on strategy, innovation, data, and technology. It has grown rapidly since Omnicom acquired the firm in 2018 when it had a staff count of 300. That’s risen ten-fold to 3,000.

TA Digital’s management team, led by Rajiv Rohmetra, Koti Reddy and Ali Alkhafaji, will continue to lead the company and maintain its brand as a standalone operation within Credera.

"We’re continuing to expand our dynamic customer experience offerings,” said Luke Taylor, CEO of OPMG. “TA Digital gives our clients access to professionals with great skills and expertise in digital content and commerce – across all Adobe competencies as well as with several leading digital experience platforms," he added.

The transaction is Omnicom’s first since CEO John Wren emphasized during an earnings call last month that the company would increase M&A activity this year and that it was particularly interested in boosting its digital transformation capabilities where it sees a lot of upside.

OPMG’s organic growth soared 19% in the fourth quarter of last year and posted a double-digit gain for the full year.