IBM picks new global media agency

IBM has appointed Omnicom as its new global media agency following a review. The move comes after IBM called a global media review in December 2025, according to media reports. 

The appointment of Omnicom covers IBM’s global media business. However, reports added that IBM’s creative review remains ongoing, indicating that while the media mandate has been settled, the company’s broader agency reset is still in progress.

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Industry estimates from data research firm COMvergence reportedly put IBM’s global media spend at around US$330 million in 2024, positioning this as one of the larger media reviews in the technology sector.

MARKETING-INTERACTIVE has reached out for more information. 

The latest media move also follows shifts on the creative side of IBM’s marketing roster in recent months. Last month, WPP’s Ogilvy concluded its tenure as IBM’s creative agency of record, bringing a 32-year partnership – one of the longest in modern advertising – to a close.

An Ogilvy spokesperson told MARKETING-INTERACTIVE at the time that the agency would not participate in IBM's creative RFP.

“We are immensely proud of our 32-year partnership, a tenure nearly unrivaled in this industry. Together, we have built one of the world’s most iconic brands through campaigns that defined eras of technological progress. While we have chosen not to move forward in this process, we celebrate our shared history and wish the IBM team continued success," the spokesperson said. 

The relationship started in 1994, when IBM placed its US$500 million advertising business with Ogilvy, leading to campaigns that shaped the company’s identity over multiple eras.

Omnicom’s latest win with IBM also follows another major global media consolidation last month, when Dyson appointed Omnicom Media to handle its global media planning and buying duties after a competitive pitch, according to media reports.

The account is being managed through a cross-agency model drawing on multiple Omnicom media brands, with a focus on data, identity solutions and advanced analytics to support Dyson’s global media transformation.

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