Australia’s holding company media agency market grew by 5.7 per cent in 2025 driven by a diversification of services, according to RECMA’s Overall Activity report, which assess account moves.
Major holdcos account for 60 per cent of billings of the Australian media market, which RECMA estimates at $9.9 billion in 2025.
Non-traditional activities, including digital media, performance marketing, data, content and commerce now account for 58 per cent of agencies’ overall activity, as media budgets continue to shift away from traditional above the line channels.
Following its acquisitions of IPG Mediabrands, Omnicom Media accounts for 45 per cent of market share among its competitive set with three of the five largest media agencies, followed by WPP Media and Publicis Media, which recorded the highest year-on-year growth in 2025.
OMD is Australia’s largest media agency, ahead of EssenceMediacom, Wavemaker, UM and PHD.
The fastest growing agency was Atomic 212°, which recorded 27 per cent billings growth. Mindshare and Spark Foundry also posted double-digit growth, while at the smaller end of the spectrum, Mediahub doubled its overall activity.
Check out our full analysis, including RECMA scores, of agency performance via B&T’s Agency Scorecards: OMD, EssenceMediacom, Wavemaker, UM, PHD, Atomic 212°, Mindshare, Spark Foundry, Mediahub and more.
2006 forecast
RECMA’s Overall Activity ranking accounts for accounts that moved in 2025, therefore late news business wins in 2025 will be picked up in the 2026 report.
RECMA has modelled their expected 2026 impact based exclusively on confirmed account movements.
At holding company level, Publicis Media is forecast to record the largest net increase in activity, with confirmed account wins including Samsung, Honda, Industry Superfunds, Microsoft, Kellanova and Campari.
WPP Media is also projected to record a strong year of new business activity following wins including Suncorp Group, Asahi, BYD, Michael Hill, Jaguar Land Rover and Estée Lauder.
