The appointment builds on a collaboration that began in January 2025, when Omnicom first secured IBM’s business in the EMEA region. By centralizing its media operations, the tech giant aims to leverage Omnicom’s expertise in B2B audience engagement and AI-driven performance strategies. Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, noted that the firm requires partners who align with their focus on complex technological co-creation and scalable, data-informed experiences.

Guy Marks, Chief Client Success Officer at Omnicom Media, emphasized that the partnership will focus on building an agile media ecosystem fueled by automation. The agency will deploy its proprietary Omni Intelligence Platform to manage the scope of work, integrating global strategy with local market execution to support IBM’s long-term growth objectives.