IBM: remit spans the Americas, EMEA and APAC (Getty Images)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 $190m (£141.5m) in 2025, down from $330m (£245.8m) the prior year, according to COMvergence estimates.
Omnicom beat out Publicis and Dentsu in the pitching process, Campaign understands.
WPP Media, the incumbent, did not defend the account. In March, Campaign reported 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 $73.5bn 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 $502m in spend, beating WPP Media and Publicis.
IBM’s advertising and promotional expenses dipped to $1.13bn in 2025, from $1.17bn the year prior, according to the tech giant’s annual filing.
Omnicom and Publicis declined to comment. IBM and Dentsu did not respond to a request for comment.
A version of this article first appeared on Campaign Asia.
