IBM has awarded its global media account to Omnicom following a competitive review.
The account's remit spans the Americas, EMEA, and APAC including Japan, Campaign has learned. IBM's global media spend totalled US$190 million in 2025, down from US$330 million the prior year, according to COMvergence estimates.
Omnicom beat out Publicis in the final round of pitching, Campaign has learned. The network declined to comment on the win.
WPP Media, the incumbent, did not defend the account. In March, Campaign learned that Ogilvy, part of WPP Creative, had lost IBM's global creative account after a 32-year partnership.
Omnicom Media CEO Florian Adamski has previously said he expects 2026 to "eclipse any previous pitch cycle in volume and frequency." Omnicom now oversees US$73.5 billion in combined billings following the IPG acquisition in November 2025.
Since the acquisition, Omnicom Media includes OMD, PHD, Hearts & Science, Initiative, UM, and Mediahub.
The IBM win adds to a stretch of new business for Omnicom. The network had secured Dyson's global media account in March, estimated at US$502 million in spend, beating WPP Media and Publicis.
IBM's advertising and promotional expenses dipped to US$1.13 billion in 2025, from US$1.17 billion the year prior, according to the tech giant's annual filing.
