Publicis Groupe emerged as the clear leader in global agency new business activity in 2025, capturing 56 percent of all global billings from new business opportunities, according to the latest rankings compiled by consultancy Mediasense. The results place the French holding company significantly ahead of its main competitors and reflect a broader industry shift toward integrated agency models that combine media, data, creative capabilities and technology within a single network.
Mediasense tracked 3,885 agency pitches globally during 2025, with Publicis Groupe securing 1,458 wins. WPP ranked second with 672 wins, closely followed by Omnicom with 656 wins, while Interpublic Group recorded 192 wins despite being acquired by Omnicom late last year and therefore still listed separately. If Omnicom and IPG results were combined, the merged entity would have ranked second overall but still far behind Publicis in total wins. Publicis’ estimated global new business revenue reached approximately $1.09 billion during the year, confirming strong momentum despite a broader slowdown in pitch activity across the industry.
One of the most notable findings is the strength of creative assignments within Publicis’ new business portfolio. The group generated about $622.8 million in new business revenue from creative work compared with roughly $471 million from media assignments, challenging the common perception that Publicis is primarily media driven.
The results actually show a diverse mix of wins across social media, public relations, creative, influencer marketing and data capabilities, reinforcing the importance of integrated service models for global clients.
The wider agency market experienced contraction in 2025, which makes Publicis’ performance more significant. Creative pitch volumes declined around 17 percent year on year and media pitches dropped approximately 11 percent, while media billings were also about 17 percent lower than in 2024. Despite fewer opportunities overall, Publicis increased its share of wins, suggesting strong advertiser confidence in its integrated offering and operational scale.
Other holding companies showed mixed results. WPP delivered solid creative performance with approximately $363.8 million in new business revenue, driven in part by networks such as Ogilvy, but its media performance weakened with an estimated $127.1 million decline in new business revenue, meaning account losses exceeded gains in that segment. Omnicom generated roughly $216.5 million in new business revenue globally, while IPG reported about $159 million. Dentsu recorded approximately $119.3 million, Havas about $94 million and Stagwell Group around $20 million, while Accenture Song reportedly posted a net negative new business position for the year.
The growing emphasis on AI, data integration and unified operating models across holding companies also reflects pressure to improve efficiency while maintaining creative impact. Publicis’ dominant performance in 2025 suggests that scale, integration and a balanced combination of creative and performance capabilities are becoming decisive competitive advantages in the global agency market.
