Image credit: Superbuy Nigeria
 
 
Global sportswear giant Adidas has selected Omnicom Media Group (OMG) as its new worldwide media agency following a competitive review, bringing an end to WPP's EssenceMediacom's long-standing management of the account.

The media account, estimated to be worth about US$512 million, attracted interest from several leading agency networks, including Publicis, according to industry reports. The business had been managed by Mediacom since 2018 before the agency merged with Essence to form EssenceMediacom in 2023.

Within Omnicom Media Group, the assignment will be overseen by PHD, further strengthening the agency's portfolio of global clients, which already includes major brands such as Google, Volkswagen, Audi, and 7-Eleven.

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 Although Omnicom Media Group declined to comment on the appointment, the latest win reinforces the company's strong momentum in securing high-profile global media accounts this year.

Earlier in March, the agency network was appointed as Dyson's global media planning and buying partner, with the exception of Hong Kong and mainland China.

The Adidas account will be managed through Omnicom's integrated operating model, bringing together expertise from across its media agencies. The approach is expected to leverage the group's strengths in data-driven marketing, identity solutions, and advanced analytics to support the sportswear brand's global media strategy.

The appointment follows another significant client win for Omnicom Media Group. Effective July 1, the company also became IBM's global media agency of record, taking responsibility for media planning and buying across the Americas, EMEA, Japan, and Asia-Pacific. The expanded mandate builds on an existing partnership in EMEA as IBM intensifies marketing efforts around artificial intelligence, quantum computing, semiconductors, and enterprise automation.

Do you think this new media handles will be better for Adidas?