Dyson launches review of $500 million media account

Dyson has launched a review of its global media planning and buying account.

Campaign understands that it is a periodic review as part of the appliance company's standard business practice.

IPG Mediabrands is the incumbent on the account. It initially won the account in 2021 in a review managed by MediaSense.

At the time, IPG Mediabrands won the account from WPP Media's Mindshare, which had previously held it for eight years. It was worth $600 million at the time but according to COMvergence, is set to be worth $502.1 million in billings in 2025. 

Its founder, prominent Brexit supporter James Dyson, moved the company's headquarters from Wiltshire to Singapore in 2021.

Earlier this year, Dyson appointed Publicis Media to handle its Hong Kong media planning and buying remit following a competitive pitch in March. That appointment, which runs for more than a year, saw IPG Mediabrands participate as the incumbent.

The Hong Kong win streamlines Dyson’s expanding partnerships with Publicis Groupe across Greater China. In 2024, the brand also handed its China media remit to Publicis Media, ending an 11-year partnership with GroupM's Mindshare. Both GroupM and IPG Mediabrands were understood to have taken part in that review at the time.

Dyson declined to comment and IPG Mediabrands did not respond to Campaign's request for comment.

Regional context has been added to Campaign UK's original story.