IBM hands Omnicom Media global remit amid AI and automation push

IBM is set to appoint Omnicom Media as its global media agency of record as the technology giant looks to sharpen its marketing machine around AI, quantum, semiconductors and enterprise automation.

The appointment, effective 1 July, follows a competitive review and will see Omnicom Media take on media planning and buying responsibilities across the Americas, EMEA, Japan and APAC.

The decision expands IBM’s existing relationship with Omnicom Media in EMEA, which was awarded in January 2025, into a global account.

The move comes as IBM works to position itself more firmly at the centre of the enterprise AI conversation, with the company pushing deeper into automation, hybrid infrastructure, quantum computing and next-generation chip technology.

For Omnicom Media, the win adds a major global B2B technology account at a time when enterprise brands are putting greater pressure on media partners to connect global scale, local market execution and AI-led performance.

Jonathan Adashek, senior vice president of marketing and communications at IBM, said the company needed agency partners that understood its business, ambitions and clients.

“IBM is working side-by-side with clients around the world, co-creating innovative technology and AI solutions that address their most complex challenges,” Adashek said.

“To be successful, we need agency partners who understand our business, our ambitions, and the needs of the clients we serve."

Guy Marks, chief client success officer at Omnicom Media, said the partnership would focus on building a more intelligent and integrated media ecosystem.

“We share IBM's belief that innovation is most powerful when it is applied to solve real business challenges,” Marks said.

“Together, we have an opportunity to build a more intelligent, agile and integrated media ecosystem powered by data, automation and emerging technologies that can drive measurable impact across markets.”

Omnicom Media includes agency brands OMD, Initiative, PHD, UM, Hearts & Science and Mediahub, alongside specialist capabilities including Acxiom and Flywheel.

The network said the IBM appointment underscores its ability to integrate global and local markets, B2B audience expertise, automation and performance-led media strategy.