Omnicom Group has secured IBM’s global media mandate following a competitive review, marking a significant shift in the brand’s agency structure.
The win comes after a final pitch battle with Publicis Groupe, positioning Omnicom at the centre of IBM’s global media strategy across key markets.
The mandate spans multiple regions including the Americas, EMEA and APAC, with Japan also included.
Industry estimates place IBM’s global media spend at $190 million in 2025, down from $330 million in the previous year, reflecting a more cautious approach to media investments.
WPP’s media arm, which previously handled the account, did not participate in the review process.
The development follows another major shift earlier this year, with Ogilvy stepping away from IBM’s global creative duties after a 32-year relationship.
The account win adds to Omnicom’s growing momentum, particularly after its acquisition of Interpublic Group, which expanded its scale and strengthened its global media operations.
Omnicom Media CEO Florian Adamski had earlier projected that 2026 would see record pitch activity, a trend now playing out as major global brands continue to review and restructure their agency partnerships.
The IBM mandate also follows Omnicom’s recent win over Dyson’s global media account, reinforcing its strong run in a competitive market where scale, data, and integration are becoming critical to agency success.
