IBM has selected Stagwell's Anomaly and Code and Theory as its lead creative agencies, shifting its business from Ogilvy. The appointment, effective June 30, 2026, underscores the weight that AI capability and speed carry in agency reviews, according to Jonathan Adashek, IBM's senior VP of marketing and communications.
Adashek said the decision was driven by a need to accelerate creative output without diminishing creative quality. The review process tested how well each contender could embed AI into the full creative workflow, from concept development to production.
How Stagwell won the account
Stagwell's agencies demonstrated tools and processes that aligned with IBM's emphasis on speed. AI for Creatives factored heavily into the choice, as the agencies showed they could iterate faster and generate personalized content at scale. The network has invested in proprietary platforms that automate routine production tasks and support data-driven creative decisions.
The shift ends a long run with Ogilvy, which had handled IBM's creative work previously. Adashek noted that the move was not a reflection on Ogilvy's past performance but a response to a rapidly changing market that demands tighter integration of technology and creativity.
What changes for the creative team
Anomaly and Code and Theory will manage lead creative roles jointly. Both shops have built AI labs that help creatives test concepts against data in real time, reducing rounds of revision. For IBM, that means campaigns can move from brief to market faster while maintaining strategic rigor.
Adashek said the agencies' ability to blend human judgment with machine efficiency was a deciding factor. "We need partners who treat AI as a creative collaborator, not just a tool," he told Ad Age.
Why this matters for creatives
The IBM review signals that brands are evaluating agencies not only on past work but on their technical readiness. Creatives who can work alongside AI systems-and shape their output-will be essential. The decision reinforces that speed, enabled by AI, is now a baseline expectation, not a differentiator. For agency teams, building AI fluency is no longer a side project; it's a core requirement for winning and retaining business.
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