IBM has awarded its global media account to Omnicom following a competitive review process. The remit has spanned the Americas, EMEA, and APAC, including Japan. IBM’s global media spend has totalled US$190 million in 2025, down from US$330 million in the previous year, according to COMvergence estimates.
As per media reports, Omnicom has beaten Publicis in the final round of pitching. The network has declined to comment on the development.
WPP Media, the incumbent, has not defended the account. Earlier, Ogilvy, part of WPP Creative, had lost IBM’s global creative account after a 32-year partnership.
Omnicom Media CEO Florian Adamski has previously stated that he expects 2026 to eclipse previous pitch cycles in both volume and frequency. Following its acquisition of Interpublic Group in November 2025, Omnicom has overseen US$73.5 billion in combined billings. Its media network has included OMD, PHD, Hearts & Science, Initiative, UM, and Mediahub.
The IBM mandate has added to a series of recent wins for Omnicom, including Dyson’s global media account in March, estimated at US$502 million in spend, where it competed against WPP Media and Publicis.
IBM’s advertising and promotional expenses have declined to US$1.13 billion in 2025 from US$1.17 billion in the previous year, according to the company’s annual filing.
