IBM has put its global media account up for review and it is understood that the incumbent, WPP Media is not going to re-pitch.
According to COMvergence, IBM’s global media spend in 2024 totalled $330 million (AUD$497 million).
B&T understands that IBM is not a significant spender in the Australian market, despite its hefty global billings.
On the creative side, IBM also works with WPP through Ogilvy. However, the account that has been held by the creative agency since 1994 is unaffected, per WPP.
“WPP has decided not to re-pitch for the IBM media business,” a spokesperson for the holding company told AdAge. “We value our long-standing relationship with IBM and continue to serve as the creative agency of record.”
IBM is a technology company that provides a range of products and services, focused on hybrid cloud, AI, and consulting for businesses.
According to its 10-K regulatory filing, IBM spent $1.173 billion worldwide last year on advertising and promotion.
IBM is not scared of making big decisions when it comes to its agency roster. In 1994 it fired more than 40 ad agencies, cut 35,000 jobs and consolidated its then-US$500 million global ad account at Ogilvy. At the time this was the biggest-ever account switch. In order for Ogilvy to take the account, it had to resign the Microsoft Corp. and Compaq Computer Corp. accounts.
B&T has contacted IBM for comment.
