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OpenAI partners with PHD as global media agency, boosting marketing efforts for ChatGPT and expanding consumer reach worldwide.
OpenAI has appointed PHD, part of Omnicom Media Group, as its first-ever global media agency of record (AOR). This marks a significant shift in OpenAI’s marketing strategy as the company moves beyond enterprise-focused efforts to aggressively scale its consumer-facing brand presence worldwide. PHD will oversee media planning and buying across global markets, managing a robust, data-driven media strategy to support OpenAI’s expanding product portfolio and consumer campaigns.
The partnership follows OpenAI’s earlier collaboration with PHD on a digital and social campaign promoting ChatGPT as a study aid for college students. Under the leadership of Kate Rouch, OpenAI’s first Chief Marketing Officer hired in late 2024 the company launched high-profile campaigns including its Super Bowl debut in February 2025 with the well-received animated spot titled “The Intelligence Age,” created in collaboration with Accenture Song.
OpenAI’s media spend has surged significantly, reaching $19 million in the first quarter of 2025 in the U.S. alone, marking a 19-fold increase compared to previous periods. This substantial investment underscores OpenAI’s commitment to penetrating broader consumer markets amid rising competition in the generative AI space.
The appointment of PHD also aligns with OpenAI’s plans to introduce new subscription tiers for ChatGPT, including a lower-cost option named “Go” aimed at expanding accessibility to a wider user base. The global media strategy led by PHD will be critical in promoting these offerings and sustaining OpenAI’s momentum as it transitions into a mainstream consumer technology brand.
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