IBM appoints Omnicom as global media agency

Singapore – Omnicom Group has been appointed as the global media agency for IBM following a competitive review of the technology company’s media business.

According to media report, the appointment covers IBM’s global media planning and buying remit across the Americas, EMEA, and APAC, including Japan. WPP, which previously handled the account through its media arm, chose not to defend the business during the review.

Industry estimates also note that IBM’s global media spend was around US$190m in 2025, down from about US$330m the year before, making the account one of the notable media reviews in the technology sector.

The move comes amid wider changes to IBM’s agency roster. Earlier this year, WPP-owned Ogilvy concluded its long-running partnership with IBM after 32 years as the company’s creative agency of record.

For Omnicom, the win adds to a series of recent global media account gains and further expands its client portfolio across the technology sector.