OpenAI has appointed PHD Media, part of Omnicom Media Group, as its global media agency of record (AOR). The mandate includes end-to-end global media planning and buying for the creator of ChatGPT.
This appointment marks OpenAI’s first-ever global media agency partnership, transitioning from a mix of in-house and project-based media efforts to a consolidated global strategy.
OpenAI and PHD first collaborated earlier this year on a digital and social media campaign promoting ChatGPT as a study aid for college students. The creative for that campaign was developed in-house by OpenAI, while PHD managed the media planning and execution.
The new partnership comes as OpenAI intensifies its marketing investments, following the appointment of Kate Rouch, former CMO of Coinbase, as its first Chief Marketing Officer in late 2024.
Under Rouch’s leadership, OpenAI made its Super Bowl debut in February with a 60-second animated commercial titled The Intelligence Age, created in partnership with Accenture Song.
Industry sources suggest that OpenAI is preparing to launch ChatGPT Go, a new low-cost subscription tier aimed at making premium AI chatbot services more accessible. The plan is expected to be priced below the current ChatGPT Plus subscription ($20/month) and significantly lower than the ChatGPT Pro plan ($200/month).
By appointing PHD Media, OpenAI aims to leverage data-driven media strategies and global scale to strengthen its position in the competitive AI technology market.
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