Lavazza Awards Global Media Account to Omnicom Media
The coffee company selected Omnicom following an eight-month competitive pitch process managed by Ebiquity.
Updated on Oct. 21, 2026 in Advertising
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Lavazza has awarded its global media business to Omnicom Media, tasking the agency with overseeing marketing across Europe, the Middle East, Africa, North America, and Asia Pacific. The agreement follows an eight-month pitch process led by industry consultants at Ebiquity.
Why it matters
The coffee giant chose the firm for its ability to integrate retail media strategies into a globally coordinated, full-funnel model directed from Italy. This restructuring aims to streamline marketing efforts for the brand as it manages substantial revenue growth.
Lavazza reported 3.9 billion euro in 2025 revenue, representing a 15.7% increase compared to the prior year. The firm's new media contract is valued at $110 million.
The players
Lavazza
This Italian company is a major international coffee manufacturer headquartered in Turin.
Omnicom Media
This is a global media communications and advertising holding company.
Ebiquity
This firm provides independent media auditing and marketing consultancy services to global brands.
Jannik Sinner
He is a professional tennis player who serves as a global brand ambassador for the coffee company.
The details
Omnicom Media will implement a centralized model driven from Italy to manage the brand's international advertising presence. This partnership arrives as the company seeks to maintain momentum after reporting revenue growth of 15.7% in 2025.
Timeline
Lavazza generated 3.9 billion euro in revenue during 2025.
The company awarded its global media account to Omnicom in 2026.
The endorsement agreement with tennis star Jannik Sinner runs through 2030.
Market Landscape
The move toward centralized, full-funnel media models reflects a broader industry shift where multinational brands consolidate global accounts to achieve greater efficiency. This strategy allows Lavazza to integrate retail and brand advertising across diverse markets more effectively than decentralized structures.
Consumers are likely to see more consistent brand messaging and digital advertisements as the company unifies its media strategy across global markets. These changes will not impact product pricing or current retail availability for shoppers.
The takeaway
Large global corporations increasingly favor centralized media models to ensure brand consistency across diverse markets. Maintaining long-term talent partnerships remains a key component of the company's broader engagement strategy through 2030.
Further reading
For more on industry shifts, visit the Advertising section.
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Does the consolidation of global media accounts toward large holding companies benefit the average consumer?
