IBM has named Omnicom as its new global media agency partner following a multi-agency review, marking a significant shift in its marketing and media strategy.
The mandate spans key international markets, including the Americas, EMEA, APAC, and Japan, signalling a unified and streamlined approach to media planning and buying. Omnicom secured the win after a competitive final round against Publicis Groupe, while WPP, the incumbent agency, chose not to defend the account.
This development comes shortly after IBM ended its long-standing creative partnership with Ogilvy, indicating a broader overhaul of its agency ecosystem. The move reflects a strategic reset as IBM looks to align its marketing efforts more closely with evolving business priorities.
The shift also coincides with tighter control over media investments. IBM’s global media spend dropped to an estimated $190 million in 2025, down from $330 million the previous year, highlighting a more disciplined approach to budget allocation. Overall advertising and promotional expenses also saw a slight dip to $1.13 billion.
For Omnicom, the win adds to its growing momentum, especially following its acquisition of IPG in late 2025, which has strengthened its global scale and integrated capabilities. The network’s media portfolio includes agencies such as OMD, PHD, and Hearts & Science.
As IBM recalibrates its marketing strategy, the partnership with Omnicom signals a focus on efficiency, consolidation, and performance-driven media planning on a global scale.
