IBM has named Omnicom Media as its global media agency of record following a competitive review, expanding the partnership to cover media planning and buying across the Americas, EMEA, Japan and the Asia-Pacific region.

The new mandate, effective July 1, builds on the relationship established in 2025, when Omnicom Media was appointed to manage IBM’s media business across Europe, the Middle East and Africa (EMEA). The latest win significantly strengthens Omnicom Media’s position in the global technology sector.

According to IBM, the agency was selected for its expertise in business-to-business marketing, integrated media planning, artificial intelligence, automation and its ability to deliver connected strategies across global and local markets.

Commenting on the appointment, Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, said the company requires agency partners that understand its business ambitions and can help communicate its AI and technology offerings to enterprise customers worldwide. He added that Omnicom Media’s integrated approach, backed by data, technology and creativity, will enable IBM to create more connected customer experiences while supporting its long-term growth objectives.

Guy Marks, Chief Client Success Officer at Omnicom Media, said the partnership reflects a shared vision of using innovation to solve business challenges. He noted that both organisations will work together to build a more intelligent and agile media ecosystem powered by automation, data and emerging technologies to deliver measurable impact across markets.

The appointment forms part of IBM’s broader review of its global agency roster and is regarded as one of the most significant media mandates in the technology sector. Industry estimates have previously placed IBM’s global media spending at nearly $330 million annually, making the account a major addition to Omnicom Media’s international portfolio.