IBM has snubbed the major networks to hand its global creative account to challenger group Stagwell, with agencies Anomaly and Code & Theory working together as a team across IBM’s brand and campaign activity.
The move, which comes just 24 hours after the tech giant confirmed it had appointed Omnicom Media to handle its global media business, officially ends IBM’s 32-year relationship with Ogilvy, one of the longest-running partnerships in global advertising.
Now, Anomaly and Code & Theory will take over, with the aim of helping evolve the IBM “Let’s Create Smarter Business” brand platform across channels and geographies; the first work is expected in August.
Founded in 2015 by political strategist and former Microsoft executive Mark Penn, with a $250m investment from former Microsoft CEO Steve Ballmer, Stagwell operates as a “challenger network” to traditional legacy marketing firms. Its other agency brands include 72 and Sunny, Left Field Labs, Doner, Forsman & Bodenfors, Assembly, ForwardPMX, Gale, and Allison & Partners.
IBM senior vice president of marketing and communications Jonathan Adashek said the new agencies brought both creative and strategic strength to the business.
He added: “At IBM, we believe that innovation happens at the intersection of human ingenuity and technological capability. Code & Theory and Anomaly bring the creative and strategic strength we need, along with modern tools and an operating approach that will help us move faster, work smarter and deliver more connected experiences.”
Stagwell boss Penn maintained that the partnership would bring creative force and operational precision to IBM. “What this moment demands is creative force and operational precision simultaneously, at the speed the market now requires.
“Code & Theory and Anomaly bring the full range of what that takes, and operating as one team, under one accountability structure, they will deliver it. The convergence of the C-suite is where this partnership lives, and that’s where IBM will win.”
Related stories
IBM taps into Omnicom data and tech for global brief
AA/WARC reaction: Trust is the new advertising stardust
Industry shows its mettle as adspend hits the top corner
Bellwether Reaction: Hailing the return of the C-word
Marketing budgets on the rise as brands hold their nerve
AA/WARC reaction: Trust or bust for a 2026 ad thrust
Ain’t no stopping us now: 2026 adspend to top £50bn
Be the first to comment on "Stagwell agencies nab IBM to end Ogilvy’s 32-year reign"