Publicis streaks away, WPP languishes in global new business wins

October 7, 2025 11:17

A look at global holdco client wins shows Publicis pulling away from the pack in the first half of 2025, while a beleagured WPP continued to struggle, going backwards by more then US$2 billion in revenue.

The Comvergence numbers for H1 — which are compiled from public information and interviews with agencies and always given in USD — show Publicis also gaining more new work in the Australian market than competitors, but with honours going to Omnicom through it’s higher retention numbers.

At an international level, Comvergence’s H1 2025 Global New Business Barometer (NBB) said that Publicis Media and its “$6 billion in new client billings” made it the top media agency group.

In addition to the securing of Coca-Cola’s data and media account in North America in March this year, the signing of significant global accounts, including Paypal, Mars, Goodyear, Dropbox, Barilla, Paramount and banking corporation Santander, contributed to Publicis’ results in the rankings.

Publicis’ place at the top is followed by Mediabrands with $1.5 billion; OMG, Dentsu, Havas Media Network and WPP Media.

Publicis Media reigns supreme globally. (Credit: Comvergence)

In the Australian market, Omnicom Media Group (OMG) was the holdco at the top of the table (of just three holdcos — Mumbrella has asked Comvergence for comment on the omission of Dentsu and Havas).

OMG’s total new business (including retentions) was US$103m (more than A$150m).

The holdco won US$89m (A$134m) in new clients, with the research citing the May win of Bunnings (via its media agency PHD) and January win of Kimberley-Clark as contributing factors.

It racked up US$47m USD (A$71m) in retentions — a 59% retention rate.

OMG, Publicis Media and WPP Media won gold, silver and bronze for the H1 2025 total new business rankings. (Credit: Comvergence)

In terms of actual agencies, EssenceMediacom ranked first of the top five within the report.

The organisation’s signing of alcohol leader Lion as a client in early May, and its ongoing partnership with the NRL — whose media account it won in mid-2022 when EssenceMediacom existed as separate entities, Essence and MediaCom — are attributed to its success.

Enjoying Mumbrella? Sign up for our free daily newsletter.

Second to fifth place came as follows (all figures AUD): PHD with $86m; Zenith with $85m; Accenture Song and its $63m; and Chep Media at $59m.

The top five media agencies for Australia. (Comvergence)

Comvergence examined “92 media account moves and retentions” with a combined value of US$669m.

Retail, telecommunications and entertainment are some of the top media moves and pitches for H1 2025 in Australia. (Credit: Comvergence)

Other notable data in the NBB global report was that “overall retention rate was just 19%, the lowest in eight years”, and that indie agencies nabbed “$2.9 billion (16%) of total spend reviewed”.