Dyson has appointed Omnicom Media Group to oversee its worldwide media planning and buying, following a competitive review involving WPP and Publicis Groupe. The account, previously managed by IPG Mediabrands, represents an estimated $502 million investment. Omnicom will deploy cross-agency expertise to drive Dyson’s global media transformation.
Dyson has handed its global media planning and buying duties to Omnicom Media Group after a closely contested pitch overseen by Ebiquity. The review saw proposals from WPP and Publicis Groupe, with Omnicom emerging as the winner. The account had been managed by IPG Mediabrands since 2021, but the incumbent was absorbed into Omnicom’s wider media operations following the group’s acquisition of Interpublic last year.
Industry estimates from COMvergence place Dyson’s worldwide media spend at around $502 million in 2025, underscoring the scale and significance of the account within the global advertising market.
In an internal memo cited by Campaign, Omnicom Media Group CEO Florian Adamski described the win as one of the most notable achievements since the integration of Interpublic’s operations. He confirmed the account will be managed through a cross-agency structure, drawing on expertise across Omnicom’s media brands, with a strong emphasis on data, identity solutions and advanced analytics.
The partnership is expected to accelerate Dyson’s global media transformation strategy, enhancing technology integration, sharpening audience targeting and enabling faster market execution. For Omnicom, the win consolidates its position as a leading player in the international media landscape, while Dyson gains a partner aligned with its ambitions for innovation and growth.
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