COMvergence releases global billings report, questions remain over local version

As COMvergence celebrates its just-released 2022 global agency billings report, serious concerns remain unaddressed over the accuracy of its recent Australian version – which industry insiders claim features questionable numbers.

According to the global report, which includes digital media spends, Omnicom Media Group (OMG) has remained the top-ranked media agency network worldwide, with a total 2022 billings figure estimated at US$22.5 billion, and a growth rate of 1.6%.

GroupM’s Mindshare placed second with US$22 billion, while MediaCom was the third ranked network with US$20 billion. MediaCom’s merger with Essence, to become EssenceMediacom, was made effective in January 2023, and will be reflected in future reports.

COMvergence founder and chief executive Olivier Gauthier,said he expects EssenceMediacom to “become the leading media agency network in 2023”.

Dentsu’s Carat follows at US$16.7 billion, then Publicis’ Starcom at $16.4 billion.

At the group level, GroupM led with 15.9% industry market share, up 7.2% on 2021, with US$63.9 billion in global billings. Publicis Media followed with $45.7 billion, and OMG with $38.3 billion.

While the agencies celebrate global wins, locally there is still a cloud of unanswered questions hanging over the recent Australian report.

Numerous agency complaints forced COMvergence to investigate the figures its released, and Mumbrella understands the report is still under revision.

However, Gauthier told Mumbrella: “There are no ‘serious concerns unaddressed’. We have and are still discussing with the relevant agencies and main concerns have been solved.

“Our relationship and partnership with all the agencies we study in Australia remain strong – and all will refer COMvergence as the most reliable source when it comes to media agency benchmark studies and media billings figures.”

Gauthier told Mumbrella the company will not release any updated figures or report, despite earlier indicating it would.


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