OMNICOM SECURES IBM GLOBAL MEDIA MANDATE AMID INDUSTRY SHIFTS

Omnicom has won IBM’s global media account following a competitive review, beating Publicis, while WPP Media opted out. The mandate spans the Americas, EMEA, APAC and Japan, with IBM’s media spend declining to $190 million in 2025. The win strengthens Omnicom’s momentum after recent acquisitions and major account gains.  

Omnicom has secured IBM’s global media mandate after a closely contested review, marking a significant reshaping of the technology giant’s agency partnerships. The account, which spans the Americas, EMEA, APAC and Japan, was previously managed by WPP Media, which chose not to participate in the latest pitch. Publicis was Omnicom’s final competitor in the process, but ultimately lost out to the US-based holding group.  

Industry estimates from COMvergence place IBM’s global media spend at $190 million in 2025, down sharply from $330 million the year before. The decline reflects broader pressures on corporate advertising budgets, with IBM’s filings showing overall promotional expenditure falling to $1.13 billion in 2025 compared to $1.17 billion in 2024.  

The development comes on the heels of another major shift in IBM’s agency structure. In March, Ogilvy, part of WPP Creative, ended its 32-year association with IBM’s global creative duties, signalling a wider reorganisation of the company’s marketing partnerships.  

For Omnicom, the IBM win adds to a string of recent successes. In March, the group secured Dyson’s global media account, valued at an estimated $502 million, after competing against WPP Media and Publicis. That account had previously been held by IPG Mediabrands, which itself became part of Omnicom’s operations following the group’s acquisition of Interpublic Group in November 2025.  

Omnicom Media CEO Florian Adamski had earlier predicted that 2026 would see record levels of pitch activity, and the IBM mandate underscores that forecast. Following the IPG acquisition, Omnicom now manages $73.5 billion in combined billings, with a portfolio that includes OMD, PHD, Hearts & Science, Initiative, UM and Mediahub.  

The IBM account represents not only a high-profile win but also a consolidation of Omnicom’s position as the industry’s most aggressive player in the current wave of global reviews. With media spend under pressure, the mandate offers Omnicom an opportunity to demonstrate efficiency and innovation across multiple regions, reinforcing its stature as a dominant force in the evolving advertising landscape.