Hewlett Packard (HP) has entrusted its global media account to Publicis Media, drawing the curtain on a partnership with Omnicom Media Group that lasted nearly two decades and reshaping one of the advertising industry’s most closely watched agency relationships.

The decision follows an extensive agency review conducted earlier this year, during which Publicis Media and Omnicom competed for the business. Industry estimates place the account’s value at approximately $250 million, making it one of the more significant media assignments to change hands in recent months.

Consequently, Publicis strengthens its position among the world’s largest media agency networks while simultaneously adding another major multinational brand to its growing global client portfolio.

HP first joined forces with Omnicom in 2009 after PHD secured the company’s worldwide media responsibilities. Over time, the relationship expanded considerably.

In addition to traditional media planning and buying duties, PHD later assumed responsibility for digital media operations, further deepening its role within HP’s marketing ecosystem. The agency successfully defended the account during subsequent reviews and most recently retained the business in 2024.

However, the latest review produced a different outcome.

Instead, HP opted to move its media planning and buying operations to Publicis Media, signalling a strategic shift in how the technology company intends to manage its global marketing investments.

Although HP has not publicly outlined the specific factors that influenced the decision, industry observers point to the increasing importance of data intelligence, artificial intelligence, audience analytics and connected media capabilities in today’s advertising environment.

As a result, agency evaluations are no longer determined solely by media buying strength. Rather, marketers now place greater emphasis on technology infrastructure, data integration and measurable business outcomes.

Furthermore, the development reflects a broader transformation occurring across the global advertising landscape. As consumer behaviour continues to evolve across digital platforms, retail media networks and connected commerce ecosystems, many multinational brands are actively reassessing agency relationships to ensure they remain aligned with emerging marketing realities.

Against this backdrop, Publicis has continued to build momentum through investments in data platforms, AI driven solutions and integrated marketing services.

Therefore, HP’s decision is widely viewed as another indication of the growing influence of technology enabled agency models within the communications industry.

Meanwhile, Omnicom closes a chapter that spanned 17 years. Despite losing the account, analysts suggest the overall financial impact on the holding company is likely to remain manageable given the breadth and diversity of its global client roster.

More importantly, the account transfer highlights the increasingly intense rivalry among major agency holding groups as they compete for global assignments.

Increasingly, advertisers are rewarding partners that can combine media expertise with advanced technology, customer intelligence and cross market integration.

Ultimately, HP’s move reinforces a wider industry trend. As brands pursue greater efficiency, stronger data connectivity and more unified customer experiences, they are consolidating agency relationships around partners capable of delivering integrated, technology powered marketing solutions at a global scale.