Omnicom Media has expanded its relationship with global technology company IBM after winning the company’s worldwide media account following a competitive agency review, further reinforcing its position in the increasingly competitive global media services market.

According to Adnews in its report, the appointment gives Omnicom Media responsibility for media planning and buying across key international markets, including the Americas, Europe, the Middle East and Africa (EMEA), Japan and the wider Asia Pacific region. Significantly, the win marks one of the agency network’s most notable global account victories this year.

Industry reports indicate that the incumbent agency network, WPP, chose not to defend the business during the review process, thereby paving the way for Omnicom Media to broaden an existing partnership that first began in the EMEA region in January 2025.

Moreover, the latest appointment substantially increases Omnicom Media’s responsibilities for IBM’s global communications activities. According to COMvergence, IBM invested approximately US$190 million in worldwide media spending during 2025. However, industry observers expect the value of the current assignment to exceed that figure as the technology company continues to expand its global marketing investments.

Commenting on the partnership, IBM’s Senior Vice President of Marketing and Communications, Jonathan Adashek, said the company required an agency capable of supporting its long term business ambitions while understanding the evolving needs of clients operating in an increasingly AI driven marketplace.

According to him, IBM continues to work closely with organisations around the world to develop technology and artificial intelligence solutions that address complex business challenges. Consequently, he noted that selecting the right media partner was critical to delivering more relevant and connected customer experiences across global markets.

Adashek further explained that Omnicom Media’s integrated operating model, combined with its expertise in data, technology and creativity, positioned the agency to effectively support IBM’s long term growth strategy while delivering greater marketing effectiveness at scale.

Meanwhile, Omnicom Media’s Chief Client Success Officer, Guy Marks, described the appointment as an opportunity to deepen collaboration between both organisations through innovation driven media solutions.

He stated that both companies share a common belief that technology delivers its greatest value when applied to solve real business problems. As a result, he expressed confidence that the partnership would enable the development of a smarter, more agile and fully integrated media ecosystem powered by automation, data intelligence and emerging technologies capable of delivering measurable business outcomes across multiple markets.

The latest account win also reinforces Omnicom Media’s growing influence within the global media agency landscape. COMvergence recently ranked the network as the world’s largest media agency group, with total billings reaching approximately US$75.6 billion in 2025.

The report indicates that, with the IBM mandate now added to its expanding portfolio of international clients, Omnicom Media further strengthens its competitive standing while positioning itself to support one of the world’s leading technology companies as it accelerates its artificial intelligence and digital transformation ambitions across global markets.