IBM has finally confirmed the appointment of Omnicom Media to handle its estimated $190m global media account, 18 months after the agency was handed “Big Blue’s” EMEA business.
The appointment, which was leaked to the trade press back in April, follows a pitch against Publicis and Dentsu. Incumbent WPP Media, which handled the account for over a decade declined to repitch, while sister agency Ogilvy has also stepped down. Work starts on July 1.
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 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. Omnicom’s Omni intelligence platform is likely to play a major role in this.
IBM sought an agency capable of supporting its long-term business ambitions as it continues helping organizations deploy AI and technology solutions and it seems the tech giant is keen to tap into Omnicom Media’s globally integrated approach and deep appreciation for how data, technology, and creativity come together at scale.
IBM SVP of marketing and communications Jonathan Adashek 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.
“[We have] confidence in Omnicom Media’s ability to build more connected, relevant experiences that support IBM’s long-term growth.”
Omnicom Media chief client success officer Guy Marks added: “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.”
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