Dyson has appointed Omnicom Media Group as its global partner for media planning and buying following a competitive pitch involving several leading agency networks.
The review process was managed by Ebiquity and included proposals from major advertising groups such as WPP and Publicis Groupe.
The global account was previously managed by IPG Mediabrands, which secured the business in 2021. Recently, IPG Mediabrands became part of Omnicom’s broader media operations after Omnicom Group completed its acquisition of Interpublic Group last year.
According to industry estimates from COMvergence, Dyson’s worldwide media spending reached approximately $502 million in 2025, making it a substantial account in the global advertising landscape.
In an internal memo reported by Campaign, Florian Adamski described the win as one of the most significant milestones since Interpublic Group’s operations were integrated into Omnicom.
He said the account will be managed through a collaborative, cross-agency model that brings together capabilities from multiple Omnicom media brands, with an emphasis on data, identity solutions, and advanced analytics.
The partnership is expected to strengthen Dyson’s global media transformation efforts by improving technology integration, enhancing audience targeting capabilities, and enabling faster execution across markets.
Despite the global appointment, Publicis Media will continue to handle Dyson’s media activities in China and Hong Kong, as those markets were not included in the review.
Before IPG Mediabrands took over the account in 2021, Dyson’s global media business had been managed by Mindshare for nearly eight years.
Adamski also noted that Delta Air Lines has renewed its media partnership with Omnicom Media following a lengthy review process. The airline’s account, which had previously been led by PHD, will now be integrated within Omnicom Media’s broader structure.
Read more: Dyson Shortlists Omnicom Media, WPP Media And Publicis Media In Global Media Review
