Dyson Launches Global Media Review Worth Over US$500 Million
Four years after awarding the mandate to IPG Mediabrands, the tech giant reassesses its global media strategy to boost efficiency, digital acceleration, and direct-to-consumer growth.
On The Move
Dyson has initiated a global review of its media planning and buying account, putting its massive US$500 million media mandate up for grabs. The move comes four years after IPG Mediabrands secured the account in 2021 and forms part of Dyson’s periodic global evaluation process.According to industry reports, the review spans multiple markets and includes both brand and performance media. This signals Dyson’s intent to refine its media strategy amid intensifying competition and an increased focus on direct-to-consumer expansion.
While Dyson has not shared further details, the process is expected to evaluate efficiency, digital acceleration, and unified global planning capabilities. Convergence estimates the company’s global media billings to exceed US$500 million in 2025, positioning this as one of the largest consumer-tech accounts currently under review.As Dyson continues to expand across personal care, home cleaning, and air-treatment categories, the strategic role of media investment—particularly in digital and commerce-driven channels—has become increasingly vital.
IPG Mediabrands, which has managed the account since the last global pitch, will participate in the review to defend and potentially retain the business. The outcome is expected to shape Dyson’s global media roadmap for the coming years, with a final decision anticipated after the company concludes its strategic and operational evaluation.
