Observed Signal · Jun 30, 2026 · Account Win · Source: Adweek · Impact: 3/5 · Sentiment: Positive
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.
Large global media account ($512M) moving between major holding companies; impacts agency competitive landscape and media buying for a major advertiser.
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Key Takeaways & Evidence Grounding
- Omnicom Media Group is set to secure Adidas’ $512 million global media account.
- WPP and Publicis Groupe were pitching for the business; WPP’s EssenceMediacom previously managed the account.
- Mediacom initially won the Adidas account in 2018 prior to its 2023 merger with Essence.
- The Adidas account will be led by Omnicom’s PHD agency, whose clients include Volkswagen, Google, and 7‑Eleven.
- PHD recently clinched the Media Grand Prix at the Cannes Lions festival for Uber Eats’ “Build Your Own Super Bowl” campaign.
Connected Companies & Entities
9 Entities mapped“Omnicom Media Group is set to secure Adidas’ $512 million global media account, according to a source familiar with the matter....”
“Both WPP and Publicis were reportedly pitching for the business....”
“Both WPP and Publicis were reportedly pitching for the business....”
“Omnicom Media Group is set to secure Adidas’ $512 million global media account, according to a source familiar with the matter....”
“WPP’s EssenceMediacom previously managed the account....”
“The Adidas account will be led by OMG media agency PHD, whose clients include Volkswagen, Google, and 7‑Eleven....”
“The Adidas account will be led by OMG media agency PHD, whose clients include Volkswagen, Google, and 7‑Eleven....”
“The Adidas account will be led by OMG media agency PHD, whose clients include Volkswagen, Google, and 7‑Eleven....”
“It caps off a victorious week for PHD, which recently clinched the Media Grand Prix at the Cannes Lions festival, for Uber Eats’ “Build Your...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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.
Omnicom Keeps Uber’s $800M Media Account
Omnicom Media has retained Uber’s estimated $800 million global media account and will continue overseeing media planning and buying across North America, Europe, the Middle East, Africa and Latin America, with PHD as the core agency. The renewed agreement expands Omnicom’s remit in Brazil and adds management of Uber’s sports marketing business. The competitive review took place during Q2 2026 with both Omnicom and WPP participating; WPP will continue to manage Uber’s media business across Asia-Pacific, where Uber spends roughly $136 million on ads annually, according to COMvergence data.
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