South Africa, July 6 -- Omnicom won the business, which includes the mandate for global media strategy, planning and buying, along with consumer insights, measurement and cross-market media coordination across adidas' international operations.

The previous incumbent was WPP's Essence MediaCom, which held the account for eight years, winning the business in 2018. MediaCom won the business from Dentsu-owned Carat.

Marketing Interactive reports that the business will be led by PHD, which was awarded the Media Grand Prix at the 2026 Cannes Lions International Festival of Creativity for Uber Eats' Build Your Own Super Bowl campaign.

The Omnicom Media Group also recently secured major assignments from IBM and Dyson. The IBM appointment inclu...