IBM appoints Omnicom Media as global media agency of record

Expanded global remit strengthens partnership across key international markets

IBM, a global technology company specializing in enterprise AI, hybrid cloud, software and consulting services, has appointed Omnicom Media Group as its global media agency of record.

The appointment gives Omnicom Media responsibility for media planning and buying across the Americas, Europe, the Middle East and Africa (EMEA), Japan and the wider Asia-Pacific (APAC) region. The new mandate builds on an existing partnership in EMEA, where Omnicom Media was awarded media responsibilities in January 2025.

Global media strategy focused on AI, automation and performance

The expanded relationship reflects Omnicom Media's ability to integrate global and local market strategies, alongside its expertise in B2B audiences, AI-driven marketing, automation and performance-led media planning and execution.

IBM sought an agency capable of supporting its long-term business ambitions as it continues helping organizations deploy AI and technology solutions.

Jonathan Adashek, SVP of Marketing and Communications at IBM, said: "IBM is working side-by-side with clients around the world, co-creating innovative technology and AI solutions that address their most complex challenges. To be successful, we need agency partners who understand our business, our ambitions, and the needs of the clients we serve. Omnicom Media brings a globally integrated approach and a deep appreciation for how data, technology, and creativity come together at scale. That alignment gives us confidence in their ability to build more connected, relevant experiences that support IBM's long-term growth."

Partnership to deliver measurable business impact

The expanded partnership creates an opportunity to build a more intelligent and integrated media ecosystem powered by data and emerging technologies.

Guy Marks, Chief Client Success Officer at Omnicom Media, said: "We share IBM's belief that innovation is most powerful when it is applied to solve real business challenges. Together, we have an opportunity to build a more intelligent, agile and integrated media ecosystem powered by data, automation and emerging technologies that can drive measurable impact across markets.''

The appointment becomes effective on July 1.

www.omnicommedia.com
www.ibm.com

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