Omnicom Media Group (OMG) has won adidas’ global media account, ending WPP’s EssenceMediacom’s eight-year run with the sportswear giant after a hard-fought competitive review. The account is valued at $512 million in annual media billings.
The win follows a worldwide media review adidas kicked off earlier this year. WPP’s network had held the business since 2018, when MediaCom first took it from Dentsu’s Carat, with the account later folding into EssenceMediacom after the 2023 MediaCom-Essence merger. This time, EssenceMediacom couldn’t defend its turf. The final shootout reportedly came down to Omnicom, WPP and Publicis Groupe, with Omnicom taking the prize. The mandate spans global media strategy, planning and buying, plus insights, measurement and cross-market coordination. PHD, Omnicom’s media agency network, is expected to lead the business – a major addition to its international client roster. Neither adidas nor Omnicom has issued an official comment yet.
The timing matters: adidas raised marketing and point-of-sale spend 8% to €3.079 billion in 2025, powering campaigns like “You Got This” and “The Original,” alongside partnerships spanning Liverpool FC, Oasis, Audi F1 and Anthony Edwards. With FIFA World Cup 2026 approaching, the brand is already rolling out tournament merchandise, kits and match balls, making this a high-stakes moment for a media transition.
Coming off record 2025 revenues of €24.8 billion, adidas is betting big on the switch. For Omnicom, it’s another 2026 win, following recent account gains from IBM and Dyson.
