Mumbai: Hewlett-Packard (HP) has selected Publicis Media as its new global media agency, concluding a long-standing relationship with Omnicom Media Group that stretched across nearly two decades.
The appointment follows a competitive agency review process that reportedly pitted Publicis against incumbent Omnicom. Industry estimates value the account at approximately $250 million, making it one of the more significant media account movements of the year.
Under the new arrangement, Publicis Media will oversee HP’s global media planning and buying responsibilities, further strengthening the group’s roster of multinational clients and reinforcing its position in the highly competitive media services market.
Omnicom’s agency PHD had managed HP’s global media business since 2009. During the partnership, the agency’s responsibilities expanded beyond traditional media planning and buying to include digital media services, although portions of HP’s digital operations continued to be handled internally.
The account transition highlights the increasing importance of technology, data capabilities, and artificial intelligence in agency selection decisions. While HP has not disclosed specific reasons for the change, industry observers suggest Publicis’ growing investments in AI-powered marketing solutions, data infrastructure, and integrated media offerings may have played a role in the outcome.
The development comes as major advertisers worldwide reassess agency relationships amid rapid shifts in consumer media habits, the rise of retail media networks, and growing reliance on first-party data strategies. Many global brands are seeking more streamlined and technology-enabled partnerships capable of delivering connected marketing solutions across channels.
For Publicis, the win adds another high-profile global advertiser to its portfolio and reflects the company’s continued momentum in attracting large-scale international accounts. The group has increasingly positioned itself as a technology-led marketing partner, combining media, data, commerce, and digital transformation capabilities under a unified model.
For Omnicom, the loss brings an end to a 17-year association with HP. However, analysts expect the financial impact to be relatively limited given the holding company’s broad and diversified client base across markets and sectors.
More broadly, HP’s decision underscores the intensifying competition among global agency networks, where account reviews are increasingly influenced by data, AI, technology integration, and measurable business outcomes rather than media-buying scale alone. The move also reflects an ongoing trend among multinational marketers to consolidate agency relationships as they build more connected and digitally driven marketing ecosystems.
