AGENCIES

Sports brand Adidas moves its $512m global media account to Omnicon

By our African Marketing Confederation News Team | 2026

Adidas has reportedly awarded the business to Omnicom Media Group following a competitive pitch involving Publicis Groupe and incumbent WPP.

Omnicom Media Group (OMG) has become the new global media agency of record for one of the world’s most prestigious brands – Adidas sporting apparel – according to international media reports.

The account is said to be valued at around US$512-million and has been with another global advertising giant, WPP, for the past eight years.

WPP, in turn, won the business from Carat, the global media planning and media buying agency within the Dentsu group.

Adidas awarded the business to Omnicom Media Group following a competitive pitch involving Publicis Groupe and incumbent WPP.

Photo: Muhammed Ali Onem/Pexels

Specialist agency PHD to lead to Adidas work going forward

PHD, OMG’s specialist media planning and buying network, will lead the work on the Adidas account. Among PHD’s other clients are Google, Volkswagen and Audi.

PHD recently won a Media Grand Prix at the 2026 Cannes Lions Festival for a campaign with Uber Eats.

Comments Sporting Goods Intelligence Europe: “Adidas’ appointment of Omnicom Media Group signals more than an account change. With marketing at [US$3.52-billion], 12.4% of net sales, and the FIFA World Cup 2026 as the campaign axis, the move reflects a brand reconfiguring its media stack at peak investment scale.”

According to the SGI Europe website, winning the Adidas account extends a run of major global account wins for OMG. This year it has already won the business of computing giant IBM and Dyson, a global technology and appliance brand.

Adidas is among the world’s major global sportswear brands. Its rivals include Nike, fellow German brand Puma, and Under Armour.

A passenger jet at a gate viewed from the nose with a sunset sky and dark clouds in the background

Airline body urges African governments to act on opening market access

‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.

Two hockey players battle for the puck along the boards during a game one in blue and one in white

Uganda Tourism Board partners with major European ice hockey league

UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.

Two young women sit together looking at a tablet one in an orange sweater holds a bottle while the other in a pink hoodie eyes the screen

Researchers explain why 10-second micro ads outperform longer spots

Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.

Worker on a ladder painting the yellow storefront of a corner shop labeled supeco and label vie with shoppers and parked vehicles nearby

Competition continues to grow in the Moroccan supermarket sector

Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.

Gold hotel toiletries sachets arranged on a marble bathroom counter including a vanity kit and shower gel beside a glass

Study identifies harmful paradox behind well-meaning green efforts

Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.

Medical professional in a white coat and pink hairnet demonstrates handwashing at a stainless steel station while soldiers watch nearby

President Mahama commissions expanded evaporated milk facility in Ghana

Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.