Omnicom Group has secured IBM’s global media account, concluding one of the largest technology-sector pitches of the past year, with the business estimated at approximately USD330 million annually.
The mandate covers key international markets, including the Americas, EMEA, APAC and Japan, following a formal media review initiated by IBM in December 2025.
WPP Media opted not to defend the account, bringing an end to its multi-year tenure overseeing IBM’s media planning and buying across several regions. The group had also abstained from participating in the pitching process.
Meanwhile, Ogilvy, part of WPP, had earlier stepped away from its role as IBM’s creative agency of record in March, concluding a 32-year partnership. The agency had also chosen not to participate in the recent review.
Despite the media shift, WPP continues to retain IBM’s creative business through Ogilvy, with the long-standing relationship remaining unaffected by the latest developments.
