IBM has appointed Omnicom Media as its global media agency of record following a competitive review. The appointment has covered media planning and buying responsibilities across the Americas, EMEA, Japan and APAC regions. The mandate has become effective from July 1.
The appointment has expanded the existing relationship between IBM and Omnicom Media, which has begun in the EMEA region after Omnicom Media secured the regional media business in January 2025.
Under the expanded mandate, Omnicom Media has managed IBM’s media planning and buying operations across multiple global markets. The agency has been responsible for supporting the technology company’s media strategy and execution across key regions.
Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, said, “IBM is working side-by-side with clients around the world, co-creating innovative technology and AI solutions that address their most complex challenges. To be successful, we need agency partners who understand our business, our ambitions, and the needs of the clients we serve. Omnicom Media brings a globally integrated approach and a deep appreciation for how data, technology, and creativity come together at scale. That alignment gives us confidence in their ability to build more connected, relevant experiences that support IBM’s long-term growth.”
Guy Marks, Chief Client Success Officer at Omnicom Media, said, “We share IBM’s belief that innovation is most powerful when it is applied to solve real business challenges. Together, we have an opportunity to build a more intelligent, agile and integrated media ecosystem powered by data, automation and emerging technologies that can drive measurable impact across markets.”
