Hewlett-Packard (HP) has awarded its global media business to Publicis Media, bringing an end to its long-standing partnership with Omnicom Media Group. The global media mandate is reportedly estimated to be worth around $250 million, and has been awarded following a competitive review process between Publicis and Omnicom.
As per media reports, the review has been concluded earlier this year, with Publicis emerging as the selected agency partner. The move has marked a significant shift in HP’s media strategy and has consolidated its global media planning and buying responsibilities under Publicis Media.
Omnicom, through its agency PHD, has managed HP’s global media business since 2009. Over the years, the agency’s remit has expanded to include digital media responsibilities, although HP has continued to handle some digital operations in-house.
The mandate has represented a significant win for Publicis Media, which has continued to strengthen its portfolio of multinational clients across markets. While HP has not publicly disclosed the reasons behind the agency change, industry reports have suggested that Publicis’ capabilities in data, artificial intelligence and integrated media solutions may have contributed to the outcome.
The transition has come at a time when large advertisers have increasingly reassessed agency partnerships to align with changing media consumption habits, first-party data strategies, and the growing importance of digital and retail media ecosystems.
For Omnicom, the decision has brought an end to a 17-year association with HP. Industry observers have noted that the financial impact on the holding company is likely to remain limited due to its diversified client portfolio.
The development has also highlighted increasing competition among global agency holding companies, with major account reviews increasingly being influenced by capabilities in data, technology and integrated marketing solutions. HP’s decision has reflected a broader trend among global brands to streamline agency relationships and build more technology-led marketing ecosystems.
