WPP Media makes striking comeback in media pitches

COMvergence sees strong turnaround between 2025 and Q1 2026, with Omnicom a strong second

WPP Media has undergone a remarkable turnaround in a short period in the global battle for media budgets. While the media group was the only one of the six major holdings to post a negative result in 2025, the company topped COMvergence’s global new business rankings in the first quarter of 2026.

According to COMvergence research data, WPP Media lost a total of 27 percent of all globally shifted media budgets in 2025, resulting in a negative balance of $6.9 billion. In Q1 2026, the picture changed completely: the group generated $1.5 billion in new client revenue worldwide and ranked first in both Total New Business and Net New Business.

Publicis Media dominated 2025

In the final 2025 rankings, Publicis Media was the clear winner. The media group generated $10 billion in new client revenue, accounting for roughly one-third of all media budgets that changed agencies worldwide.

Major wins for Publicis Media included assignments from Coca-Cola in North America and international accounts for Aldi, Barilla, Dropbox, FrieslandCampina, LinkedIn, Mars, PayPal, and Santander. IPG Mediabrands, Dentsu, Havas Media Network, and Omnicom Media followed at a distance with results ranging between $1.3 billion and $1.8 billion.

At network level, Starcom finished as the biggest winner of 2025 with $2.7 billion in total new business. Initiative and Spark Foundry completed the top three.

WPP Media regains momentum in Q1 2026

At the start of 2026, the landscape changed significantly. WPP Media secured major assignments from Jaguar Land Rover, Estée Lauder, and SC Johnson. The performances of Wavemaker and EssenceMediacom also contributed to the group’s recovery.

The newly formed Omnicom Media Group finished second in Q1 2026. The combination of Initiative, Hearts & Science, Mediahub, OMD, PHD, and UM collectively generated $1 billion in new assignments and another $1 billion in contract renewals. Publicis Media finished third.

Olivier Gauthier said: “Of the total $7 billion in media spend evaluated, 25 percent — representing $1.8 billion — was awarded to bespoke solutions directly managed by one of the three largest holdings: WPP Media, Omnicom Media, and Publicis Media. Our Global Q1 2026 New Business Barometer shows for the first time that group-focused teams account for such a large share of the total evaluated media volume. This reflects the growing consolidation of media budgets within centralized group solutions.”

Retention rates vary widely

COMvergence analyzed more than 4,400 media pitches and contract renewals across 49 countries in 2025, representing $37.4 billion in media budgets worldwide. The average retention rate stood at 21 percent, the lowest level in eight years.

WPP Media was among the weakest performers in terms of retention in 2025. The group managed to retain only 16 percent of the evaluated client revenue.

In Q1 2026, that picture improved significantly. The average retention rate rose to 38 percent, one of the highest levels in recent years. Publicis Media recorded the highest retention rate among the major holdings, followed by Omnicom Media at 70 percent and WPP Media at 62 percent.

Independent agencies are also increasing their market share. In Q1 2026, independent agencies accounted for 20 percent of the total evaluated media volume. Local Planet achieved the highest net growth in new business, partly thanks to the performance of the German agency Pilot.

www.wppmedia.com

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