Why IBM Chose Omnicom Media for Its Global Media Business

IBM has made a major change to its global media business by appointing Omnicom Media as its new global media agency of record.

The move follows a competitive review and gives Omnicom Media responsibility for media planning and media buying across the Americas, EMEA, Japan, and APAC.

The decision highlights IBM's focus on building a stronger marketing strategy powered by AI, automation, and data-driven media solutions. With this appointment, IBM is expanding a partnership that has already delivered results in Europe and is now taking it to a global level.

IBM Expands Its Partnership With Omnicom Media

The new mandate strengthens an existing relationship between IBM and Omnicom Media. The agency was first awarded IBM's media business in the EMEA region in January 2025. After reviewing its global media operations, IBM decided to extend the partnership across key international markets. The appointment officially takes effect on July 1.

The expanded role gives Omnicom Media responsibility for:

• Media planning across global markets
• Media buying in the Americas, EMEA, Japan, and APAC
• Delivering integrated campaigns across local and global markets
• Using AI, automation, and performance-led media strategies

According to IBM, the agency's ability to combine technology, creativity, and data at scale played a key role in the decision.

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Why IBM Selected Omnicom Media

Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, said the company needs agency partners that understand its business, ambitions, and customer needs. He added that Omnicom Media brings a globally connected approach along with strong capabilities in data, technology, and creativity, giving IBM confidence in supporting its long-term growth.

For Omnicom Media, the win reinforces its strength in:

• B2B marketing
• AI-powered media planning
• Automation-led campaign execution
• Performance marketing
• Managing global and local media operations together

Guy Marks, Chief Client Success Officer at Omnicom Media, said both companies share the belief that innovation should solve real business challenges. He noted that the partnership will help build a more intelligent and integrated media ecosystem using data and emerging technologies.

What This Means for IBM's Marketing Strategy

The appointment reflects a broader shift among global brands toward consolidating media operations under agencies that can deliver consistent campaigns across regions while using advanced technology to improve performance.

For IBM, the partnership is expected to strengthen marketing efforts as the company continues to expand its enterprise technology and AI business worldwide. A unified media strategy can help the company deliver more relevant customer experiences and improve campaign efficiency across different markets.

The deal also marks another significant global account win for Omnicom Media, further strengthening its position in the international advertising industry. The agency now manages one of the world's most recognized technology brands while continuing to expand its portfolio of multinational clients.