Omnicom Media Group has secured the global media planning and buying account for Adidas following a competitive international agency review, adding an estimated $512 million in annual media billings to its portfolio.
The appointment covers global media strategy, planning, buying, cross-market coordination and data-driven media investment across digital and traditional advertising channels. Adidas concluded the review after a competitive pitch process that began earlier this year.
According to Brandspur Brand News, Omnicom Media emerged ahead of incumbent EssenceMediacom, which had managed the account since 2018, and Publicis Groupe. While the decision has been confirmed by industry reports, neither Adidas nor Omnicom Media had officially announced the appointment at the time of reporting.
The review focused exclusively on media planning and buying, with Adidas retaining its existing creative agency relationships. Creative responsibilities for Adidas Originals remain with Johannes Leonardo, while LOLA MullenLowe continues to lead major global Sport Performance campaigns.
The account win further strengthens Omnicom Media’s position in the highly competitive global media agency market as multinational brands increasingly seek integrated, data-led advertising strategies capable of delivering consistent execution across multiple regions.
Adidas has continued to receive international recognition for its marketing efforts, with recent campaigns earning industry acclaim at major global advertising awards. The company’s sustained investment in creative excellence and media innovation underscores its strategy of strengthening brand engagement across international markets.
For Omnicom Media, the latest victory reinforces its growing global client portfolio and highlights continued demand for sophisticated media planning, audience analytics and cross-market advertising solutions in an increasingly digital and data-driven marketing landscape.
