Lavazza Centralizes Global Media With Omnicom Selection
The coffee brand is moving to a unified, full-funnel media model to manage its marketing strategy across international markets.
Updated on Oct. 21, 2026 in Advertising
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Lavazza has awarded its global media business to Omnicom Media following an eight-month competitive pitch process. The new agreement spans Europe, North America, the Middle East, Africa, and the Asia Pacific region under a centralized model.
Why it matters
The shift to a globally coordinated full-funnel strategy reflects an effort by the coffee manufacturer to integrate retail media and marketing efforts across diverse international markets. This consolidation follows a year of significant growth for the company, which reported 3.9 billion euro in revenue for 2025.
Lavazza reported 3.9 billion euro in 2025 revenue, a 15.7% increase over the prior year. The company's global media account is valued at $110 million and will be managed via a centralized model led from Italy.
The players
Lavazza
An Italy-based coffee manufacturer operating globally with a 2025 revenue of 3.9 billion euro.
Omnicom Media
A global media holding company specializing in integrated marketing and retail media services.
Ebiquity
A media consultancy firm that managed the competitive pitch process for the account.
Jannik Sinner
A professional tennis player serving as a brand endorser for the company through 2030.
The details
The selection of Omnicom Media follows a competitive pitch process overseen by consultancy Ebiquity. The new partnership shifts operations toward a globally coordinated full-funnel model, designed to ensure consistency in retail media and brand messaging across the company's major international territories.
Timeline
2025: Lavazza achieved 3.9 billion euro in revenue.
October 21, 2026: The global media account is officially awarded to Omnicom.
2030: The existing endorsement agreement with tennis player Jannik Sinner expires.
Market Landscape
The move aligns with an industry-wide trend toward globally coordinated full-funnel media models in the CPG sector. This centralization aims to synchronize retail media efforts, marking a departure from regional-only buying strategies.
Operators should monitor how the transition to a centralized full-funnel model impacts localized retail media spend and regional campaign performance. Competitive brand managers should evaluate the integration of their own media supply chains as large-scale competitors consolidate global agency relationships.
The takeaway
Centralizing global media operations provides companies with better control over brand messaging and retail integration across diverse markets. Management teams should audit their current agency relationships to determine if regional fragmentation is creating inefficiencies in their marketing funnel.
Further reading
For more on evolving agency-client relationships, visit the Advertising section.
Source note: This article includes information reported by MediaPost.
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