Published on: April 13, 2026
IBM has awarded its global media mandate to Omnicom following a multi-agency pitch, signaling a notable shift in its agency structure, as reported by Campaign.
The scope of the mandate spans key international markets, including the Americas, EMEA, APAC, and Japan. According to estimates by COMvergence, IBM’s global media expenditure stood at approximately $190 million in 2025, down from $330 million the previous year.
Omnicom secured the account after competing with Publicis in the final round of the review. WPP Media, which previously managed the business, did not participate in the pitch process. This development comes shortly after another major shift in IBM’s agency partnerships. In March, Ogilvy, part of WPP Creative, concluded its 32-year relationship handling IBM’s global creative duties.
Earlier, Omnicom Media CEO Florian Adamski had indicated that 2026 would see heightened pitch activity across the industry. Following Omnicom’s acquisition of Interpublic Group in November 2025, the combined entity now oversees $73.5 billion in billings.
Omnicom’s media network includes agencies such as OMD, PHD, Hearts & Science, Initiative, UM, and Mediahub. The IBM mandate adds to Omnicom’s recent momentum. In March, the group also secured Dyson’s global media account, estimated at $502 million, after competing with WPP Media and Publicis. That business was previously managed by IPG Mediabrands, which became part of Omnicom following the Interpublic acquisition.
IBM’s financial disclosures indicate that its advertising and promotional spending slightly declined to $1.13 billion in 2025, compared to $1.17 billion in the prior year.
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