AI-powered enterprise workflow management platform ServiceNow has named Dentsu X as its new global media agency, the company has confirmed.

The company previously worked with PMG who was named global media AOR a year ago. It was not clear if PMG defended the account.  

The company spent an estimated $295 million on advertising last year according to its most recent annual report. Media expenditures for 2024 weren’t immediately available but in 2023 COMvergence reported that the firm spent an estimated $45 million. 

The client had a strong year in 2024 with a 22% revenue gain to nearly $11 billion. The firm also reported a strong first quarter of this year. 

A spokesperson for ServiceNow confirmed Dentsu X's appointment and issued a company statement: "ServiceNow isn’t just brand-led; we are brand-built. As we define the future by putting AI to work for people, we’re scaling globally [and] Dentsu X will help fuel continued momentum and bring our brand to life as the AI platform for business transformation."

This story has been updated with input from ServiceNow.