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EssenceMediacom has taken the lead among media shops in the first global new-business rankings of 2025.
The agency secured $165.4 million in Campaign Red’s measure of net new-business billings (which now includes wins minus losses, but not retentions—see below for more details) for the year-to-date, according to preliminary data from COMvergence.
The WPP-owned shop won the Indian media account for multinational conglomerate Godrej Group in February, worth $197.6 million, following a competitive four-month pitch.
Despite this win, EssenceMediacom also suffered some losses in the first two months of the year, including the Argentinian account for Santander, which went to Publicis Media, worth $21.3 million in media new-business billings.
Pilot, the independent agency that topped the EMEA rankings this month, came in second position in the global tables, with $42.3 million in net new-business billings.
The German shop won digital transformation company Ionos, worth $58 million in billings, in February, but also lost the $15.7 million account for Smyths to WPP agency Mindshare.
Publicis-owned agency Spark Foundry came third this month, gaining $28.9 million in net new-business billings throughout the year to date.
The shop won the Canadian media account for Kimberly-Clark, which accounted for the $28.9 million gain, following its global creative and media review. The rest of the global responsibilities went to Omnicom agencies, expanding its remit with the global manufacturer.
Other significant moves came from Atlanta-based independent agency 22Squared, which retained the $86.7 million media account for US supermarket chain Publix.
Group performance
As an increasing number of new-business accounts are won at a group level, Campaign Red will now produce a table that aggregates media wins from holding companies, including those shown in the agency table above. Any bespoke team win will be shown only in the group table.
Publicis Groupe topped the first global holding company table, with just under $300 million in new-business billings. Publicis Media won the global creative and media account for Santander in January, worth $192.2 million in media billings.
Tire and rubber company Goodyear also consolidated its agency roster under Publicis Groupe in February, worth $62.9 million globally.
In second position was WPP, which gained $151.6m in net new-business billings for the year to date. Along with Godrej Group (EssenceMediacom), and Smyths (Mindshare), the holding company, via Mindshare, also won the Swiss and Austrian remit for Grandvision, an eyecare services brand, with billings worth $9.7 million.
Omnicom and Stagwell Global came third and fourth in the holding company table, with $24.8 million and $6.5 million respectively.
Along with the majority of the Kimberly-Clark global account, Omnicom Media also picked up the global media planning and buying account for Zurich Insurance Group, worth $42.9 million.
Meanwhile, Stagwell Global's Goodstuff won Kerry Foods in the UK and Ireland in February, worth $6.2m in billings.
March refers to the publishing month of the rankings by Campaign. The data covers all 2025 account wins reported by COMvergence as of 5 March 2025. Next month’s rankings (April) will include accounts reported after this date. Reported figures may be revised in the future as more information becomes available.
As an increasing number of wins are taking place at group level, Campaign will produce a new holding group table, which will aggregate a holding company's media wins and will include those shown in the agency table. Please note that bespoke team wins will now be shown only in the group table and will no longer be included in the agency table.
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