IBM has appointed Stagwell as its new lead creative partner after a competitive review. The move comes as the technology company resets part of its creative leadership and looks to deepen its marketing output.

The relationship will be led jointly by Code and Theory and Anomaly, both part of the Stagwell network. The agencies will build on IBM’s “Let’s Create Smarter Business” platform, which launched last year.

IBM had previously worked with Ogilvy, a partnership that lasted for three decades. However, Ogilvy did not take part in the latest review, which began earlier this year.

Jonathan Adashek, senior vice president of marketing and communications at IBM, said the company sees innovation as the point where human creativity meets technology. He added that Code and Theory and Anomaly bring the creative strength and strategic thinking needed to help IBM move faster and create more connected experiences.

The first new work from the partnership is expected to break in August.