WPP Media has topped the charts for new business in the first three quarters of 2025 in remarkable contrast to the holdco’s torrid global showing.
In data shared exclusively with B&T, COMvergence has found that WPP Media won US$180 million (AU$272 million) of net new business—i.e. including retentions—in Q1-3 of this year.
With retentions stripped out, WPP Media won US$125 million (AU$189 million) in new business, ahead of Publicis Media which notched US$112 million (AU$169 million). The French group pulled in US$147 million (AU$222 million) of total new business.
Dentsu rounded out the top three at a group level with US$21 million total and US$18 million net new business—AU$31 million and AU$27 million, respectively.
WPP Media’s biggest wins were Suncorp, valued at US$93 million (AU$140 million) and Lion, worth US$50 million (AU$75 million), both local wins.
Aimee Buchanan, WPP Media Australia & New Zealand CEO, said: “The latest COMvergence benchmark report reflects the talent, passion, and relentless focus of our teams across Australia. At WPP Media, we create limitless opportunities for growth, for our clients, our people, and our partners. Our agencies continue to set the benchmark for strategic thinking and client partnership, and we are proud to help our clients achieve outstanding results.”
Publicis Media Australia’s wins were a mix of local and global, Paramount and Mars both valued at US$34 million (AU$51.5 million), Aldi US$30 million (AU$45 million) and Flight Centre US$27 million (AU$41 million).
It should be noted that all of these wins took place before Omnicom’s acquisition of Interpublic completed.
Global versus local
That mix shouldn’t be surprising when placed in a global context. In total global numbers, Publicis was streets ahead of every other holdco—generating US$7.7 billion (AU$11.6 billion)in total new billings.
COMvergence reckoned Publicis’ wins accounted for a third of all moving media spend.
That included Coca-Cola (US$835 million or AU$1.265 billion) in North America and 11 global or regional pitches won: Aldi, Barilla, Campari, Friesland Campina, Dropbox, Goodyear, LinkedIn, Mars, Paramount, PayPal, and Santander.
WPP Media had a tough time globally, however. While it won US$1.86 billion (AU$2.82 billion) and retained a further US$925 million (AU$1.4 billion), it lost US$5.43 billion (AU$8.23 billion), making it the only holding company to record a net loss for Q1-3. Today, WPP as a whole was delisted from the FTSE100 index
Mediabrands ranked second with US$2.5 billion (AU$3.79 billion) in total new business, driven largely by strong US performance.
Dentsu and Omnicom completed the top three. Dentsu won several pan-European pitches, including BMW, UniCredit, and Vodafone.
OMG had several global consolidated wins such as Kimberly-Clark (excluding North America), Intersnack, and Zurich Insurance, as well as multiple US gains.
Agency-by-Agency
WPP Media’s EssenceMediacom and Mindshare placed first and second winning US$108 million (AU$163.6 million) and US$102 million (AU$155 million) in total new business, respectively.
In terms of net new business, however, Mindshare streaked ahead, winning US$102 million (AU$155 million), compared to EssenceMediacom’s US$70 million (AU$106 million).
EssenceMediacom’s big wins were Lion and the NRL (AU$22 million). Mindshare’s big win, of course, via bespoke agency Open Era, was Suncorp—a story you read first in B&T, by the way.
Maria Grivas, Mindshare Australia & New Zealand CEO, said: “These results really demonstrate the drive and ingenuity of our people. Every milestone reflects their passion to make an impact – powered by smart data, technology, and AI, but driven by human creativity and empathy. I’m deeply grateful to our teams for their relentless commitment and to our clients and partners for trusting us to deliver Good Growth together.”
Pippa Berlocher, EssenceMediacom Australia & New Zealand CEO, added: “Our success this year is built on the incredible energy and commitment of our people. From winning new clients to strengthening ongoing partnerships, this COMvergence result really shows the passion and purpose our teams bring every day and the way they have embraced innovation and technology to deliver breakthrough ideas for our clients.”
Publicis’ Zenith came third for new biz, winning US$72 million (AU$109 million) in total and US$42 million (AU$63 million) net thanks to Mars (US$43 million or AU$65.15 million), Aldi (US$30 million or AU$45 million) and Flight Centre (US$27 million or AU$40.9 million).
Omnicom’s PHD placed fourth, winning US$56 million (AU$84.8 million) total and net thanks in large part to the US$45 million-rated Bunnings (AU$68 million).
Brainlabs came in fifth, with US$46 million (AU$69.7 million) in new billings total and net.
Over the ditch
In New Zealand, the picture was different yet again, where Omnicom Media took first place ahead of Publicis and Mediabrands.
Omnicom won US$17.9 million (AU$27.1 million) total in part due to the win of Ryman (US$4 million or AU$6 million), Hunting & Fishing (US$3.9 million or AU$5.91 million) and Flooring Xtra (US$2.8 million or AU$4.24 million).
It won US$13.8 million (AU$20.9 million) net new billings as a group.
Publicis Media ranked second with US$10.3 million (AU$15.6 million) total new biz and US$8.4 million (AU$12.7 million) net, supported by wins for Clorox (US$3.5 million or AU$5.3 million), Mars (US$2.2 million or AU$3.33 million) and Asahi (also US$2.2 million).
Mediabrands won US$4.2 million (AU$6.36 million) net and total, helped by winning Green Cross Health (US$2.5 million or AU$3.79 million).
At the agency level OMD ranked first in Total New Business generating US$10.8 million (AU$16.3 million), supported by Flooring Xtra (US$2.8 million or AU$4.24 million) and Freedom (US$1.8 million or AU$2.73 million).
PHD ranked second in generating US$6 million (AU$9.09 million), thanks to Ryman (US$4 million or AU$6 million).
Indie agency Together placed third with US$5.7 million (AU$8.6 million) thanks to its win of Contact Energy, ahead of FCB Media and Spark Foundry.
B&T has contacted Omnicom, Publicis and Dentsu for comment.
