GroupM tops COMvergence’s list of largest Australian media agencies
GroupM has taken the top spot as Australia’s largest media agency group, according to the 2022 COMvergence Australian Media Agency Billings & Market Shares Final report.
The announcement:
GroupM has regained the top spot as the largest media agency group in Australia, according to the COMvergence Australian Media Agency Billings & Market Shares Final report for 2022.
The agency group, which is home to EssenceMediacom, Mindshare and Wavemaker, as well as GroupM Nexus, reached US$1.416 billion total billings (AUD$1.940 billion) in 2022.
The report published this week notes GroupM recorded 23% growth versus 2023 – the highest growth of any agency group and nearly double the industry’s overall growth.
Driving the growth throughout 2022 were a number of new business wins and a strong base of organic growth from existing clients and retentions.
For 2022, MediaCom is ranked #2 with $493 million (AUD $676 million) in total billings, delivering growth of 29.1%. Essence reported billings of US$201 million (AUD$275 million), representing growth of 17.6% in the year.
For the purposes of the 2022 report, Essence and Mediacom are reported as separate entities. EssenceMediacom officially launched in January 2023.
The combined billings of EssenceMediacom, now led by CEO Pippa Berlocher, reached US$694 million (AUD $951 million) making it the second largest agency by billings.
EssenceMediacom won NRL and Deaf Connects, while retaining NIB, Myer and Sony Playstation.
Wavemaker, led by CEO Peter Vogel, is ranked #4, $428 million total billings (AUD $586 million) growing 27.4% during the period.
Wavemaker meanwhile, won Audible and Danone, and retained Australia Post, South Australia Government, Henkel and Mondelez.
Mindshare, led by CEO Maria Grivas, is ranked #8 with $238 million total billings (AUD $326 million) and grew 15.5% in the year.
For Mindshare wins included Blackmores, uBank, Victorian Labor Party and the agency retained NAB, Nike and Foxtel.
GroupM Australia & New Zealand CEO Aimee Buchanan, says: “It’s phenomenal to see such strong growth across all GroupM agencies leading us to regain the top spot in Australia. All our agencies have grown above the market and I’m proud of our incredible teams who have worked so hard over the past 12 months to deliver success for our clients. Whether it’s Mindshare delivering Good Growth, Wavemaker Positively Provoking for better ways to grow, or EssenceMediacom pushing for Breakthrough Ideas for brands, we are driving innovation, shaping the next era of media and delivering results.”
Source: GroupM
