IBM has selected Stagwell as its lead creative partner, following a competitive pitch. 

The company had previously worked with Ogilvy, which had a three-decade relationship with the tech giant but opted not to participate in the review  which began earlier this year. 

The Stagwell relationship will be jointly managed by agencies Code And Theory and Anomaly.  

The companies said they would continue to evolve IBM’s “Let’s Create Smarter Business” creative platform, which was unveiled last fall. It was created jointly by IBM and Ogilvy. 

Jonathan Adashek, senior vice president—marketing and communications at IBM stated that the company believes 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.” 

New creative work will debut in August.