Consumer tech company Dyson has appointed Omnicom Media to handle its global media planning and buying account.
Omnicom won following a competitive pitch handled by Ebiquity against two other networks – WPP Media and Publicis Media.
IPG Mediabrands was the incumbent on the account, having won it in 2021. IPG Mediabrands became part of Omnicom Media after Omnicom acquired Interpublic Group at the end of last year.
COMvergence estimated Dyson’s global spend to be $502 million in 2025.
Omnicom chief executive Florian Adamski announced the win to the holding company’s staff in a memo, seen by Campaign.
“In one of the most significant wins since the integration [of Interpublic Group], we have retained the global media business for Dyson, expanding the incumbent UM service team into an Omnicom Media solution.”
The holding company solution “draws talent from multiple agency brands” and leads with data and identity to deliver Dyson’s next phase of growth, Adamski added.
“As Dyson continues its global media transformation journey, our partnership will bring enhanced technology, advanced data and analytics, faster go-to-market capabilities, improved targeting, increased media value, and a globally scalable model.”
Publicis Media continues to hold Dyson's media account in China and Hong Kong, which was not part of the pitch.
Before IPG Mediabrands, WPP’s Mindshare held the global account for eight years. Adamski also announced a reappointment for Delta Air Lines following an “extended and highly competitive” review. The account was led by PHD and is now with Omnicom Media.
Dyson and WPP Media have been contacted for comment. Ebiquity, Omnicom and Publicis declined to comment.
Source: Campaign UK
