IBM appoints Omnicom Media as global media agency of record

Omnicom Media, an Omnicom Connected Capability, has been named global media agency of record for IBM following a competitive review. The appointment includes media planning and buying responsibilities across the Americas, EMEA, Japan and APAC regions.

The decision expands an existing relationship between IBM and Omnicom Media in EMEA, awarded in January 2025.

The decision underscores Omnicom’s strength in seamlessly integrating global and local markets, its deep B2B audience expertise, and its leadership in AI, automation, and performance-led media strategy and execution.

“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,” says Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM. “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.”

Says Omnicom Media Chief Client Success Officer Guy Marks: “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.”

Omnicom Media’s appointment is effective July 1.

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