Omnicom's Credera Announces Five-Year Strategic Collaboration with AWS to Transform Enterprise Marketing with AI and Cloud

NEW YORK, Oct. 20, 2026 /PRNewswire/ -- Credera, the transformation consulting firm of Omnicom (NYSE: OMC), today announced a five-year strategic collaboration agreement (SCA) with Amazon Web Services, Inc. (AWS) to help clients accelerate marketing transformation, modernize infrastructure, and deploy AI into production while combining Credera's technical delivery depth and Omnicom's enterprise client relationships, proprietary identity data, connected media expertise, all powered by AWS. The resulting solutions can be fully integrated with Omni, Omnicom's next-generation AI-powered marketing and sales intelligence platform.

Credera will target six priority verticals — Consumer Packaged Goods, Energy, Healthcare and Life Sciences, Automotive, Public Sector, and Media and Entertainment — across North America, Europe, and Asia-Pacific.

"Building on AWS allows us to bring together cloud capabilities and deep marketing expertise at a scale that creates measurable outcomes for clients," said Justin Bell, Global Chief Executive Officer, Credera. "Enterprise brands need their data, identity, and AI infrastructure working together in real time. Using AWS, Credera is delivering that as a single, integrated capability. What makes this collaboration distinct is that Credera enables Omnicom to connect marketing transformation with adjacent enterprise domains like supply chain optimization and connected vehicle intelligence, creating cloud workloads that extend well beyond traditional agency scope."

A Dedicated AWS Business Unit
As part of the collaboration, Credera has established a dedicated AWS Business Unit, investing in specialized teams across business development, solution architecture, alliance operations, and delivery over the SCA term. Credera is investing in building scalable capabilities, including:

• AWS Marketplace solutions already available, such as the Marketing Data & Analytics Foundation, a structured consulting engagement in which Credera assesses, designs, engineers, and operationalizes scalable marketing data architecture aligned to AWS best practices, providing the governed data layer that enables AI and personalization at enterprise scale.
• A roadmap of future solutions targeting intelligent contact centers (Amazon Connect), AI-powered migration, agentic marketing automation (Amazon Bedrock, Amazon Bedrock AgentCore), and privacy-compliant advertising activation (AWS Clean Rooms, Amazon Marketing Cloud) with a target of 12–15 Marketplace listings over the collaboration term.
• Talent growth and development, with Credera investing in additional training and AWS certifications for its 3,000-person workforce, targeting additional certifications across foundational, associate, professional, and specialty levels.

Delivering New Outcomes Through AI and Cloud
The collaboration enables Credera to focus on helping clients solve three interconnected challenges: unifying fragmented customer data into actionable identity profiles, deploying AI from pilot into production, and modernizing the infrastructure that powers marketing operations. Through this agreement, Credera delivers integrated solutions across three areas:

• MarTech Intelligence connects disconnected marketing ecosystems through governed data foundations, agentic marketing automation, and identity resolution powered by AWS Entity Resolution and Omni, including Acxiom's Real ID, Omnicom's 2.6 billion verified global identity graph.
• AdTech Intelligence unlocks first-party data for privacy-compliant advertising activation across Amazon Marketing Cloud and AWS Clean Rooms, with autonomous bid optimization built on Amazon Bedrock and Amazon Bedrock AgentCore.
• Enterprise Modernization uses marketing transformation as an entry point for full cloud adoption, including AI development lifecycle, AI-powered migration, and data platform modernization.

Unlike traditional agency models, this collaboration enables Credera to extend Omnicom's client relationships into adjacent enterprise functions while connecting marketing data platforms with supply chain optimization, linking connected vehicle telemetry to personalization engines, and bridging retail media measurement with inventory management systems. This cross-functional reach converts marketing-led engagements into full enterprise cloud adoption, generating workloads across business domains that no agency-only partnership can access.

Credera's expertise in behavioral science and organizational psychology creates a repeatable, evidence-based path for cloud and AI transformation. By assessing organizational readiness and building the adoption capabilities that sustain lasting change, Credera helps clients move confidently from pilot to production, compressing timelines while embedding the human and organizational foundations required for measurable business outcomes.

"By bringing together, Omnicom's deep marketing expertise and client relationships with AWS, Omni, and Credera's technology transformation experience, we can help brands modernize how they engage customers and deliver more connected, AI-powered experiences," said Jantzen Bridges, Credera's Global President. "Credera brings the strategy, engineering, and delivery expertise to turn these capabilities into practical solutions that drive measurable business outcomes across marketing and technology."

Built on Proven Results
The collaboration builds on enterprise-scale results already delivered by Credera on AWS, including a global pharmaceutical company achieving a 30% increase in consumer marketing ROI, a major consumer goods brand delivering 92% higher purchase rates through AWS Clean Rooms, and an airline compressing a 3.5 year cloud migration into less than 18 months.

Customers can access the Marketing Data & Analytics Foundation in AWS Marketplace. To learn more about Credera, visit credera.com/partnerships/aws.

About Credera
Credera (credera.com) is the transformation consulting firm of Omnicom, empowering the world's leading brands to navigate the complexities of data, technology, and marketing. As the global consultancy embedded within Omnicom's creative and media scale, Credera bridges marketing ambition and technical execution to accelerate growth. With more than 3,000 consultants across six countries, Credera holds Premier AWS Consulting Partner status with certifications across eight AWS competencies including Advertising and Marketing Technology, Generative AI, Migration and Modernization, and Data and Analytics.

About Omnicom
Omnicom (NYSE: OMC) is the world's leading marketing and sales company. Powered by Omni, its proprietary data and identity platform, Omnicom's Connected Capabilities unite the company's agency brands, talent, and domain expertise across media, commerce, consulting, precision marketing, advertising, production, health, public relations, branding, and experiential to address clients' most critical growth priorities. For more information, visit www.omc.com.

SOURCE Omnicom Group Inc.