Italian coffee brand Lavazza has appointed Omnicom Media to handle its global media account after an eight-month competitive review managed by Ebiquity.

The pitch attracted several major agency holding companies, including incumbent WPP.

According to agency research firm COMvergence, Lavazza’s media spending amounted to approximately $110 million in 2025.

Led from Italy, the new arrangement will coordinate Lavazza’s media activity across Europe, the Middle East and Africa, North America, and Asia Pacific. The assignment covers a full-funnel approach, connecting brand-building activity with campaigns designed to drive consumer purchases.

Omnicom Media’s strategic proposal and ability to integrate activity across markets, including retail media, were among the factors behind its selection.

The appointment adds to a series of global and regional account wins and retentions for the agency this year.

Lavazza reported revenue of €3.9 billion, approximately $4.38 billion, in 2025, an increase of 15.7%. During the same year, the company extended its endorsement agreement with Italian tennis player Jannik Sinner through 2030.