Iconic Italian coffee brand Lavazza has awarded its global media business to Omnicom Media following an eight-month competitive pitch led by Ebiquity and involving multiple holding companies, including incumbent WPP. 

The assignment calls for Omnicom Media to support Lavazza across Europe, The Middle East and Africa, North America, and Asia Pacific through a globally coordinated, full-funnel model led from Italy. 

Lavazza media expenditures in 2025 were approximately $110 million, according to agency research firm COMvergence. 

OM's strategic approach and integration capabilities across markets including retail media were cited as factors weighing in the agency's favor.  

The Lavazza award is the latest in a  string of global and regional awards and retentions for Omnicom Media this year. Earlier wins include Adidas, Delta, Dyson, IBM, L'Oréal  DACH, Mercedes Benz, Novo Nordisk, Uber and Xiaomi – totaling more than $7.5 billion in billings.   

Lavazza revenue totaled 3.9 billion euros ($4.38 billion) in 2025, up 15.7%. Also last year the company extended its endorsement deal with Italian tennis great Jannik Sinner (pictured above) through 2030.