United States – Omnicom Media Group agency PHD has been appointed as the global media agency of record (AOR) for OpenAI, the maker of ChatGPT, according to multiple media reports.
OMG APAC has also confirmed said news to MARKETECH APAC when reached out to.
The partnership will see PHD take charge of global media planning and buying, marking OpenAI’s first formal engagement with a global media agency. Previously, the company relied on a combination of in-house resources and project-based efforts.
This move signals OpenAI’s growing focus on consumer marketing. The company began collaborating with PHD earlier this year, launching a digital and social campaign that positioned ChatGPT as a tool for college students. The creative assets for the campaign were developed internally by OpenAI.
The appointment follows a series of marketing milestones for the company. In late 2024, OpenAI hired Kate Rouch—formerly the CMO at Coinbase—as its first chief marketing officer. Under her leadership, OpenAI made its Super Bowl debut in February 2025 with “The Intelligence Age“, a 60-second animated commercial produced in collaboration with Accenture Song.
As OpenAI expands its marketing and agency relationships, it has also reportedly been seeking stronger partnerships with agencies that use its AI tools, including discussions involving upfront commitments for access to its technologies.
Over at APAC, PHD recently nabbed health club operator Virgin Active’s media business in Singapore and Thailand, where they will provide full-funnel media strategy, planning, buying, and performance management.
