IPG Mediabrands, the incumbent since 2021, faces a competitive reassessment.
Dyson has kicked off a global review of its media planning and buying account, valued at approximately $500 million, as part of a regular business evaluation cycle.
The review is understood to be a periodic audit – a standard practice for the technology and appliance major to ensure alignment with its evolving global marketing strategy.
IPG Mediabrands, which has held the account since 2021, is the current incumbent. The agency originally won the business from WPP’s Mindshare, which managed the account for eight years prior. At the time, the account was valued at around $600 million, though COMvergence estimates billings will reach $502.1 million in 2025.
The scope of Dyson’s media operations spans its growing portfolio – from vacuum cleaners and air purifiers to hair care devices, lighting solutions, and audio products.
Founded by Sir James Dyson, a prominent UK entrepreneur and Brexit supporter, the company relocated its global headquarters to Singapore in 2021 as part of a strategic move to strengthen its presence in Asia.
Both Dyson and IPG Mediabrands declined to comment on the ongoing review.
The outcome of the pitch will be closely watched across the global advertising industry, given Dyson’s reputation for premium innovation and its history of long-term agency partnerships.
