Omnicom Media has been named global media agency of record for technology and consulting company IBM following a competitive review.
The appointment includes media planning and buying responsibilities across the Americas, EMEA, Japan and APAC regions.
The incumbent WPP reportedly decided not to contest the account.
IBM's global media spend was about $190 million in 2025, according to COMvergence. But the current account is expected to be higher.
The pitch win expands an existing relationship between IBM and Omnicom Media in EMEA, awarded in January 2025.
"IBM is working side-by-side with clients around the world, co-creating innovative technology and AI solutions that address their most complex challenges," said Jonathan Adashek, senior vice president of marketing and communications at IBM.
"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."
Omnicom Media chief client success officer Guy Marks said the agency shares 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,” he said.
Numbers from COMvergence rank Omnicom Media as the world's largest with total billings of $US75.6 billion in 2025.
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