While WPP’s EssenceMediacom had controlled the business since 2023, with the merger of Essence and Mediacom, the account will now be managed by OMG agency PHD.
Omnicom Media Group (OMG) has obtained a global media mandate for Adidas worth around $512 million, according to media sources quoting a source familiar with the situation.
The account was allegedly challenged by WPP and Publicis. WPP’s EssenceMediacom has handled the business since 2023, following the merger of Essence and Mediacom. Mediacom had already earned the Adidas media account in 2018.
According to rumors, the account would be managed by the OMG agency PHD.
The evaluation comes as the firm ramps up its marketing spend in key areas. According to the company’s declarations, marketing and point-of-sale expenses would increase by 8% to €3.079 billion in 2025, accounting for 12.4% of total sales.
The alleged agency shift comes as Adidas ramps up its worldwide marketing efforts ahead of key athletic events such as the 2026 FIFA World Cup. The company has already begun to introduce World Cup-related items and campaigns, with further worldwide marketing activity likely in the lead-up to the tournament.
