IBM has appointed Omnicom Group to oversee its global media planning and buying, following a competitive review that drew significant attention across the advertising industry.

The decision places Omnicom in charge of how and where IBM allocates its advertising spend across channels, including television, digital, print and outdoor platforms.

According to estimates by COMvergence, IBM’s global media spend stood at approximately $330 million in 2024, making it one of the most valuable technology media accounts to enter review in recent years.

The move marks the end of WPP Media’s tenure on the account. The agency opted not to defend its position after IBM initiated the review in December 2025.

Beyond media, IBM is also restructuring its broader marketing ecosystem. Ogilvy recently concluded its role as IBM’s creative agency of record, ending a 32-year partnership widely regarded as one of the longest-standing relationships in modern advertising.

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The dual shift signals a comprehensive reset of IBM’s marketing operations, aligning with its strategic repositioning as an artificial intelligence-led enterprise. The company, which reported $62 billion in revenue last year, continues to accelerate its focus on AI and hybrid cloud solutions under CEO Arvind Krishna.

For Omnicom, the win reinforces its momentum in the global media market. The group recently secured another major account after Dyson appointed Omnicom Media Group to handle its worldwide media planning and buying.

Landing IBM further strengthens Omnicom’s position as a leading force in the increasingly competitive global advertising landscape, as brands continue to consolidate partnerships with agencies capable of delivering integrated, data-driven marketing solutions.