OpenAI has appointed PHD, part of Omnicom Media Group, as its global media agency of record. This move signals a strategic shift as OpenAI scales its consumer marketing efforts worldwide, following high-profile campaigns like its Super Bowl ad and initiatives targeting students and professionals.
Under CMO Kate Rouch’s leadership (currently on medical leave), OpenAI has significantly increased its U.S. media spend, hitting $19 million in Q1 2025. PHD will now handle global media planning and buying for products like ChatGPT and DALL·E, supporting campaign rollouts, audience targeting, and analytics.