OMD

A lot happened at OMD in 2025. Most other agencies undergoing a year like OMD’s ‘25 would have been shaken to their foundations. But perhaps the most remarkable story is how the agency remained rocksteady, on-beat and delivering.

As with its stablemates PHD and Hearts & Science, Omnicom’s acquisition of IPG was a constant in the background. As the acquisition neared completion, OMD changed its CEO line-up. Sian Whitnall and Laura Nice had run the agency together as co-CEOs. But with Mark Jarrett moving to become Omnicom Media’s chief operating officer, Nice moved down the hallway to take up his old post as PHD’s CEO.

Over the course of 2025, the agency won seven new accounts —the largest of which include Ampol, which it won from iProspect and has billings worth nearly $20 million per COMvergence, and Freedom Furniture, which pegs at around $18 million. Omnicom also won Kimberly-Clark’s media in a global review at the start of 2025.

However, OMD also lost five accounts in 2025. Two, Barilla and Tourism Ireland, were global reviews in which the Australian team played no part. It also lost Village Roadshow to UM in 2025, though the account would not officially change hands until 1 April 2026. 

Perhaps the most notable blemish was losing Suncorp’s mega $140 million-rated consolidated account. OMD lost the account to a bespoke WPP Media solution called Open Era. While that pitch concluded in September 2025, the account officially changed hands in 2026.

OMD, however, remains the largest media agency by billings in the country and commands 18.5 per cent of the media agency market, according to RECMA. 

COMvergence, meanwhile, pegs it at a slightly more modest but still impressive 12 per cent — nearly a whole four per cent point higher than its nearest rival. Its billings grew by a significant amount (though we’ve been sworn to secrecy) during 2025 as a result of renewing and expanding 12 major contracts without a pitch.

At the start of the year, OMD refreshed its proposition to ‘We Create What’s Next’. This, the agency said, gives it a license to reimagine and break boundaries, as well as a commitment to modern media creativity. 

Its approach works. Its ‘Squid Games – Dare To Play’ campaign, produced with Akcelo for McDonald’s, won a heap of awards, including the Grand Prix at Cairns Crocodiles.

Its work for Telstra saw it scoop four Australian Effies — three silvers and one bronze. Its ‘Grimace’s Very Important Tour’, again for Macca’s, also won a bronze Effie. OMD was also a supporting act in Telstra’s Cannes Lions Grand Prix-winning ‘Better on a Better Network’ created by Bear Meets Eagle on Fire and +61. Cannes Lions also named it the global media network of the year.

Through Omni, its proprietary AI platform, OMD grew its ‘Assisted Intelligence’ approach to technology, positioning it as a companion to its staff rather than a solution. In practice, its entire staff have been upskilled through role-based AI certification.