IBM NYSE:IBM named Stagwell NASDAQ:STGW as its lead creative partner, giving the marketing group a larger role in shaping IBM's brand campaigns across markets.
Stagwell agencies Code and Theory and Anomaly will work together as one creative team for IBM. Their work will support brand and campaign activity across channels and geographies, including IBM's Let's Create Smarter Business campaign.
IBM said the partnership is designed to create more connected marketing experiences by using Stagwell's technology-focused operating model. The first work from the new partnership is expected to launch in August 2026.
For Stagwell, the win adds a major global technology client and helped lift shares about 2.6% on Tuesday. For IBM, the move shows it wants sharper, more unified messaging as it pushes deeper into AI, consulting and enterprise technology.