IBM has named Stagwell as its lead creative partner, tasking the marketing network with the next phase of its global brand and campaign development.
Under the mandate, Code and Theory and Anomaly – two agencies within Stagwell’s network – will operate as a single, unified creative team for IBM, combining creative storytelling, strategic thinking and technology-led marketing under one operational structure. The agencies will work with IBM to expand its “Let’s Create Smarter Business” campaign across multiple markets, channels and geographies, with Stagwell’s technology-driven operating model aimed at delivering greater consistency and speed across touchpoints.
Jonathan Adashek, Senior Vice President, Marketing and Communications at IBM, said innovation lives at the intersection of human creativity and technology, adding that Code and Theory and Anomaly bring the creative strength, strategic depth and modern tools needed to help IBM move faster and deliver more connected experiences.
Mark Penn, Chairman and CEO of Stagwell, said the moment demands creative force and operational precision at market speed, noting that with Code and Theory and Anomaly operating as one team under a single accountability structure, the partnership sits at the convergence of the C-Suite – which is where he believes IBM will win.
Stagwell called the appointment a validation of its cross-network model, which blends creative, technology and marketing capabilities for enterprise clients, helping brands like IBM stay consistent while responding faster to shifting market demands.
The first campaign work from the new partnership is expected to launch in August 2026.
