Big Global Wins – from IBM to adidas

Two of the advertising industry’s biggest global account moves have landed within days of each other, underscoring how the battle for blue-chip clients is increasingly being won by agencies that can combine creativity, technology and integrated capabilities at scale.

Technology giant IBM has appointed Stagwell as its lead global creative partner, while sportswear powerhouse adidas has handed its estimated US$512 million global media business to Omnicom Media Group, ending WPP’s eight-year stewardship of one of the world’s largest media accounts.

IBM Bets On AI-Powered Creativity

IBM has selected Stagwell’s Code and Theory and Anomaly to operate as a single integrated creative team responsible for evolving its global “Let’s Create Smarter Business” platform across markets and channels.

The appointment reflects IBM’s growing emphasis on combining human creativity with AI-enabled marketing operations to deliver faster, more connected customer experiences worldwide.

Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, said the partnership brings together the creative, strategic and operational capabilities needed to help the company move faster while maintaining consistency across global markets.

Stagwell Chairman and CEO Mark Penn described the appointment as evidence that modern marketers increasingly want creative excellence and operational precision delivered simultaneously under a unified structure.

The first work from the partnership is expected to debut in August 2026.

Media Partners Changes – adidas

Meanwhile, adidas has awarded its worldwide media account to Omnicom Media Group following a competitive three-way review involving Omnicom, WPP and Publicis.

The account, estimated to be worth approximately US$512 million in annual billings, covers global media planning and buying, consumer insights and measurement across international markets. Industry reports indicate the business will be led by PHD within Omnicom Media Group.

The move ends WPP’s relationship on the account after EssenceMediacom had managed the business since 2018.

Neither adidas nor Omnicom has officially commented on the appointment, but the timing is notable as adidas steps up global marketing investments ahead of the 2026 FIFA World Cup.

The win also adds to Omnicom’s string of major new business victories this year.

What These Wins Signal

Taken together, the IBM and adidas appointments reinforce a broader shift in global agency selection.

Brands are no longer looking simply for creative agencies or media agencies. They are increasingly rewarding networks that can integrate creativity, AI, data, technology and operational agility into a single offering.

IBM’s decision demonstrates the growing importance of AI-enabled creative operating models, while adidas’ review highlights the continued value of integrated media capabilities backed by sophisticated consumer intelligence and measurement.

For agency groups worldwide, the message is becoming increasingly clear: the biggest global accounts are being won not just on creative reputation or buying power, but on the ability to connect strategy, technology, creativity and execution into one seamless client offering.