Consumer technology brand Dyson has appointed Omnicom Media Group to manage its global media planning and buying account, estimated to be worth around $500 million annually.
The win followed a competitive multi-agency pitch managed by Ebiquity, with WPP Media and Publicis Media competing in the final round.
Previously, the account was handled by IPG Mediabrands, which originally won Dyson’s global media mandate in 2021. However, following Omnicom Group’s acquisition of Interpublic Group last year, IPG Mediabrands became part of Omnicom Media, effectively allowing the group to retain and expand the business.
According to media consultancy COMvergence, Dyson’s global media spend reached $502 million in 2025, highlighting the scale and importance of the account.
In a memo to employees, Florian Adamski, CEO of Omnicom Media Group, described the win as one of the most significant business victories since the integration of Interpublic Group. The new structure will expand the existing UM service team into a broader Omnicom Media solution, bringing together expertise from multiple agency brands within the network.
The partnership is expected to focus on data-driven marketing, advanced analytics, and identity-based media planning, enabling Dyson to accelerate its global media transformation and improve targeting, efficiency, and scalability.
Notably, Publicis Media will continue to manage Dyson’s media business in China and Hong Kong, as those markets were not included in the global pitch process.
Before IPG Mediabrands took over the account in 2021, Mindshare, part of WPP, managed Dyson’s global media duties for eight years.
