Milan – (October 21, 2026) – Iconic Italian coffee brand Lavazza has awarded its global media business to Omnicom Media. The decision follows an eight-month competitive pitch led by Ebiquity and involving multiple holding companies, including incumbent WPP.
The partnership will see Omnicom Media support Lavazza across EMEA, North America, and APAC, through a globally coordinated, full-funnel model led from Italy.
Among the key factors contributing to Lavazza’s decision, particular recognition was given to Omnicom Media’s strategic approach, a defining feature of its consultancy model and day-to-day work with clients, together with its ability to bring together and leverage the expertise and talent of its international network in an integrated and consistent way across markets.
Another decisive factor was OM’s Retail Media capabilities, powered by Flywheel, which represent a unique, cross-country area of excellence within broader Omnicom digital offering.
In this area, Omnicom Media’s distinctive holistic and media-first approach has been further enhanced by a system of AI agents developed specifically for Lavazza and embedded within OMNI, Omnicom Group’s marketing intelligence platform, enabling the orchestration of the brand’s entire global communications ecosystem.
Marco Girelli, CEO of Omnicom Media Italy, comments:
““Lavazza and Omnicom Media share a clear commitment to quality, innovation, and long-term growth, which shaped our strategic approach from the outset. We have brought together a global team with the expertise and market perspective to support Lavazza’s ambitions, coordinated from Italy and connected across markets and disciplines. We look forward to building on this strong alignment and creating meaningful impact for the business.”
Lavazza marks the latest in a streak of global and regional wins and retentions for Omnicom Media in 2026 –including Adidas, Delta, Dyson, IBM, L’Oréal DACH, Mercedes Benz, Novo Nordisk, Uber and Xiaomi – totaling more than $7.5 billion in billings awarded year-to-date.