Publicis Groupe led the global agency market in 2025, capturing the largest share of new business activity as brands reshaped their agency partnerships. As reported by Ad Age, consultancy Mediasense found that Publicis accounted for 56 percent of global billings tied to new business opportunities during the year.
The scale of that lead signals how strongly marketers are moving toward integrated agency models that combine media, data, and creative under one network.
A Clear Lead in Wins and Revenue
Across 3,885 pitches tracked between January and December, Publicis secured 1,458 wins, far ahead of competitors.
- WPP ranked second with 672 wins
- Omnicom followed closely with 656 wins
- Interpublic Group recorded 192 wins, even though it was listed separately after its acquisition by Omnicom
If Omnicom and IPG were counted together, the merged group would have placed second overall in total wins.
Publicis’ estimated year to date new business revenue reached $1.09 billion globally. That included $622.8 million from creative assignments and $471 million from media, showing strong demand for creative work even as pitch activity slowed across the broader market.
Creative Work Drives Growth
One notable shift in the rankings is the strength of creative assignments. Publicis generated more new business revenue from creative than media, a reversal from trends where media often dominated agency growth.
That result suggests brands are investing again in storytelling and brand building while still expecting clear performance outcomes.
The broader pitch market saw contraction during the year, which makes Publicis’ gains stand out even more. Winning a larger share of fewer pitches points to strong client confidence in the network’s integrated model.
Competitive Pressure Builds Across Agency Groups
The rankings highlight growing pressure on competing holding companies. Networks are restructuring and investing heavily in AI tools and unified operating models as they respond to changing client expectations.
Brands are consolidating agency rosters and looking for partners who can manage complex campaigns across channels without adding operational friction. That trend favors agencies that combine creative strategy with measurable business results.
What It Means for the Industry
New business rankings often reveal where marketing priorities are heading. Publicis’ performance shows that advertisers want partners who can deliver both creativity and performance within a single ecosystem.
As agencies compete for fewer but higher value opportunities, scale and integration are becoming decisive advantages.
