WPP Media has topped Australia’s media agency group rankings for the first half of 2026 showing strong new wins and client retentions. Publicis Media, meanwhile, has delivered the most net new client wins in terms of billings.
The latest New Business Barometer from COMvergence puts WPP Media at the top with US$221 million (A$310.73 million) in combined new business and retentions, ahead of Publicis on US$165 million.
More than 70 per cent of WPP Media’s came from retentions. Publicis, by comparison, generated US$123 million in net new business, almost twice WPP’s US$64 million, while recording US$42 million in retained business.
In other words, WPP Media’s lead in COMvergence’s headline table is largely a result of its significantly higher retention value.
The distinction is important because COMvergence’s primary ranking combines new client wins with retained accounts, rather than measuring new clients alone.
Publicis’ net new business performance was driven by major wins including Samsung at US$48 million, Lactalis at US$28 million and Tourism Australia at US$16 million, alongside other wins including Industry Super.
Meanwhile, WPP’s result was supported by major retained accounts including L’Oréal at US$91 million and Uber at US$33 million, as well as new business including BYD.
WPP recorded an 87 per cent retention rate during the period, compared with 75 per cent for Publicis.
Commenting on the data, WPP Media’s Aimee Buchanan said: “We talk a lot about being limitless, not as a slogan, but as an attitude towards growth. It’s about staying curious, embracing change and helping our clients unlock new opportunities for growth.
“To see that reflected in these results is a credit to our people, the work they put in, our clients and the trust they put in us and the partnerships we’ve built together.”
Publicis Groupe ANZ CEO Michael Rebelo said: “Our continued number one ranking for net new business across Australia and New Zealand reflects the strength of our leadership, the depth of our specialist expertise and the connected capabilities that sets Publicis Groupe apart. Most importantly, it reflects the trust our clients place in us and the commitment our teams bring every day to delivering for their businesses.”
Wavemaker recorded the largest combined result among individual agencies at US$100 million, ahead of Zenith at US$88 million and Mindshare at US$59 million.
Wavemaker was particularly strong in its retention of accounts through competitive pitches.
Its L’Oréal retention was a particular high point, which bills in the order of $91 million.
Publicis’ Zenith, meanwhile, ranked first for net new business at US$57 million, followed by its stablemate Spark Foundry at US$44 million and Mindshare at US$32 million.
Wavemaker managing director Peter Vogel said the agency’s result reflected both existing client relationships and new business.
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“Being recognised as Australia’s leading agency for new business is a fantastic achievement for our team. What makes it especially meaningful is that it reflects both the trust existing clients continue to place in us and the confidence new partners have shown in Wavemaker.”
“We’re focused on helping brands navigate change and create growth by combining deep client partnerships with the capabilities and thinking needed to turn complexity into opportunity.”
Dentsu finishes ahead of Omnicom
The holding-company rankings also put Dentsu ahead of Omnicom during the H1 period.
Dentsu recorded US$4 million in combined new business and retentions, with its US$28.5 million Tabcorp win largely offset by losses.
Omnicom was not included in COMvergence’s published top-three agency-group table, however currently controls more than 45 per cent of advertising investment.
B&T contacted Omnicom who declined to comment on the results.
