IBM has named Stagwell as its lead creative partner, selecting the global marketing network to support the next phase of its worldwide brand communications.
As part of the partnership, Stagwell agencies Code and Theory and Anomaly will operate as a unified creative team, working closely with IBM to develop and expand the company’s “Let’s Create Smarter Business” campaign across multiple markets and communication channels.
The collaboration is designed to combine creative excellence with a technology-driven operating model, enabling IBM to deliver consistent brand experiences while responding more quickly to evolving business needs.
Commenting on the partnership, Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, said: “At IBM, we believe that innovation happens at the intersection of human ingenuity and technological capability. Code and Theory and Anomaly bring the creative and strategic strength we need, along with modern tools and an operating approach that will help us move faster, work smarter and deliver more connected experiences.”
Speaking about the appointment, Mark Penn, Chairman and CEO of Stagwell, said: “What this moment demands is creative force and operational precision simultaneously, at the speed the market now requires. Code and Theory and Anomaly bring the full range of what that takes, and operating as one team, under one accountability structure, they will deliver it. The convergence of the C-Suite is where this partnership lives, and that’s where IBM will win.”
The first creative work resulting from the partnership is expected to launch in August 2026
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