Omnicom Media Group has won the global media planning and buying account for sportswear giant Adidas following a competitive global pitch.
This huge win is valued at approximately $512 million in annual media billings, covers global media strategy, planning, buying, cross-market media coordination and data-driven media investment across both digital and traditional paid media channels.
Adidas awarded the business to Omnicom Media after a review process that began earlier this year. The pitch saw the agency compete against incumbent EssenceMediacom, which has managed the account since 2018, as well as Publicis Groupe.
Although the decision was made at the global level, local EssenceMediacom teams currently oversee media planning and buying in several markets. The agency declined to comment on the outcome of the review.
While industry publication B&T confirmed that Omnicom Media secured the business, neither Omnicom nor Adidas had officially announced the appointment at the time of reporting.
The media review was limited to media planning and buying, with Adidas retaining its existing creative agency partnerships. The company’s global creative responsibilities remain with Johannes Leonardo for Adidas Originals and LOLA MullenLowe for major global Sport Performance campaigns.
Adidas remains one of the world’s leading sportswear brands and has continued to receive international recognition for its marketing campaigns. The company’s ‘Original Forever’campaign, created by Johannes Leonardo in collaboration with the band Oasis, recently won the Entertainment Grand Prix at the Cannes Lions International Festival of Creativity.
Its ongoing ‘Backyard Legends’ campaign for the FIFA World Cup, developed by LOLA MullenLowe, has also attracted widespread industry acclaim for its creative execution.
The latest account win further strengthens Omnicom Media’s global portfolio and reinforces its position as one of the world’s leading media agency networks, as brands increasingly seek data-driven and integrated media solutions across multiple markets.