Observed Signal · Jul 1, 2026 · Media Account Win · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Adidas Moves Global Media Account to Omnicom
Adidas has awarded its global media account to Omnicom following a competitive pitch. Omnicom’s PHD network will manage the account, replacing incumbent WPP Media; Publicis Media was also a finalist. Media analysts at COMvergence estimate the Adidas media budget at about $510 million. In Germany, EssenceMediacom has planned and bought the brand’s recent World Cup campaign and had held the local account for roughly a decade. Omnicom — whose subsidiary Lola USA also produced the World Cup campaign mentioned — gains a major global client, adding to its new-business momentum according to the article.
A large global media account (estimated ~$510M) moved between major holding companies (WPP to Omnicom), influencing agency market share and new-business momentum; relevant to media-buying and agency competition.
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Key Takeaways & Evidence Grounding
- Adidas moved its global media account from WPP to Omnicom following a pitch.
- Omnicom's network PHD will manage the Adidas global media account.
- Media analysts at COMvergence estimate the Adidas account at around $510 million USD.
- WPP Media (EssenceMediacom as the German handler) and Publicis Media were reported as losers in the pitch.
- Omnicom's subsidiary Lola USA is also credited with producing the World Cup campaign referenced in the article.
Connected Companies & Entities
9 Entities mapped“The sportswear manufacturer Adidas ran a pitch for its global media account....”
“The winner is now the Omnicom agency PHD....”
“According to Adweek, within Omnicom the account will be managed by the network PHD....”
“The losers in the race were reported to be incumbent WPP Media and competitor Publicis Media....”
“The losers in the race were reported to be incumbent WPP Media and competitor Publicis Media....”
“The campaign is shown on Magenta TV, ARD and ZDF and in the Connected TV environment, planned and booked by EssenceMediacom....”
“According to media analysts at COMvergence, the Adidas account amounts to around $510 million USD....”
“WPP's network had in 2018 taken the mandate from the Dentsu group, which had worked for about two decades for the German manufacturer....”
“The agency PHD also counts the large German client Volkswagen Group among its accounts....”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Omnicom Set to Win Adidas $512M Global Media Account
Omnicom Media Group is reported to be winning Adidas’ $512 million global media account after competing pitches from WPP and Publicis Groupe. The account was previously managed by WPP’s EssenceMediacom (Mediacom initially won it in 2018 before merging with Essence in 2023). Adidas’ media business will be led by Omnicom’s PHD agency, which counts Volkswagen, Google and 7‑Eleven among its clients. The report also notes PHD recently won the Media Grand Prix at Cannes Lions for an Uber Eats campaign. WPP, Publicis and Adidas did not comment, per the article.
Adidas Names New Global Media Agency, Drops WPP
Adidas has completed a global media-agency pitch that began in mid‑April and will replace WPP as its worldwide media agency. After six years with WPP, the sportswear brand awarded its roughly $500 million global media account to a media network based in the United States; the winning network was not named in the report. HORIZONT reported the change on July 1, 2026. The move represents a significant global account shift but the article does not disclose the identity of the winning US-based media network or further contractual details.
L'Oréal Appoints Omnicom Media Group for DACH Media Account
Omnicom Media Group (OMG) has been awarded L'Oréal's media account for the DACH region (Germany, Austria, Switzerland), following a competitive pitch. The engagement will begin on January 1, 2027, with Omnicom's dedicated agency, Beauty Co-Lab, handling the account. Beauty Co-Lab, which already works for L'Oréal in other markets, will provide full-service media and commerce solutions. The account was previously held by WPP's Wavemaker for approximately five years. L'Oréal's media budget for DACH is multi-hundred-million euros, with Comvergence estimating 2025 net media spend at $411 million. Omnicom's win strengthens its position in Germany, where it leads H1 2026 new business rankings. L'Oréal's DACH Media Director, Nadine Sommerfeld, praised Omnicom's brand understanding and retail media expertise.
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