Adidas hands US$512M global media account to Omnicom

Global sportswear brand Adidas has reportedly appointed Omnicom Media Group as its global media agency following a competitive pitch, ending WPP's long-running stewardship of the account.

According to multiple industry reports, WPP's EssenceMediacom was the incumbent, with Mediacom first winning the business in 2018 before merging with Essence in 2023. Publicis was also understood to have competed for the account, which has been valued at approximately US$512 million.

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Within Omnicom Media Group, the business will be led by PHD, adding Adidas to a client roster that includes Google, Volkswagen, Audi and 7-Eleven.

Omnicom Media Group declined to comment. 

The win continues a strong run of global media appointments for Omnicom this year. In March, the network was named Dyson's global media planning and buying agency, excluding Hong Kong and mainland China.

The account is being managed through a cross-agency model that draws on capabilities across Omnicom's media brands, with a focus on data, identity solutions and advanced analytics.

More recently, IBM appointed Omnicom Media as its global media agency of record.

Effective 1 July, the agency assumed responsibility for media planning and buying across the Americas, EMEA, Japan and APAC, expanding an existing relationship in EMEA into a global remit as IBM sharpens its marketing strategy around AI, quantum computing, semiconductors and enterprise automation.

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