IBM appoints Omnicom Media as global media agency of record

MUMBAI: A fresh brief can change the conversation and this one speaks a global language. IBM has appointed Omnicom Media as its global media agency of record following a competitive review, handing the network responsibility for media planning and buying across the Americas, EMEA, Japan and Asia-Pacific from 1 July.

The appointment significantly expands a relationship that began in January 2025, when Omnicom Media was selected to manage IBM’s media business across Europe, the Middle East and Africa (EMEA). The latest mandate marks a major win for Omnicom, further strengthening its position in the global technology and business-to-business (B2B) marketing space.

IBM said the decision was driven by Omnicom Media’s ability to connect global and local markets, alongside its expertise in reaching enterprise audiences through data, artificial intelligence, automation and performance-led media strategies.

Jonathan Adashek, senior vice president of marketing and communications at IBM, said the company required agency partners capable of understanding its business ambitions while supporting clients navigating increasingly complex technology and AI transformation.

According to IBM, Omnicom Media’s integrated approach, combining data, technology and creativity, gave the company confidence in delivering more connected customer experiences while supporting its long-term growth objectives.

For Omnicom Media, the mandate further reinforces its credentials in enterprise and B2B marketing. Guy Marks, chief client success officer at Omnicom Media, said the partnership would focus on building a more intelligent, agile and integrated media ecosystem powered by automation, data and emerging technologies to deliver measurable business outcomes across global markets.

The appointment forms part of IBM’s broader review of its global agency roster. Industry reports earlier this year identified the account as one of the largest technology media pitches, with IBM’s worldwide media expenditure previously estimated at around $330 million annually.

As IBM accelerates its enterprise AI and technology offerings worldwide, the expanded partnership reflects the growing importance of data-driven media planning, automation and AI-powered marketing in reaching business customers across increasingly fragmented global markets.