According to COMvergence's 'Total and Net New Business' global rankings, Publicis Media led both the total and new business global rankings in 2025.

The group generated USD 10 billion in new client billings, equivalent to a third of all media spends that shifted between agencies in 2025.

Publicis' key wins included Coca-Cola in North America and 15 global or regional accounts: Aldi, Barilla, Campari, Dropbox, Essilor, Friesland Campina, Goodyear, Kenvue, LinkedIn, Mars, Paramount, PayPal, Santander, Savencia and The Magnum Ice Cream Company. 

Mediabrands was second, followed by Dentsu, Havas Media Network, Omnicom Media, and WPP Media.

WPP Media was the only group to post a negative result in both total and net terms, losing 27% (USD 6.9 billion) of the total media spend that changed hands in 2025.

At an agency network level, Starcom ranked number one globally with a total new business value of USD 2.7 billion, driven by wins including Mars and Aldi globally, and the retention of Luxottica in the US. Initiative was ranked second with USD 2.4 billion, driven by the Bayer business.

Spark Foundry completed the top 3 at USD 2.1 billion, buoyed by the global wins of Kenvue and Paramount. 

In 2025, COMvergence assessed more than 4,400 media account moves and retentions across 49 countries, involving 2,335 advertisers and totaling USD 37.4 billion (-4% vs. 2024). 

The overall retention rate was 21%, the lowest in eight years. Initiative led all agency networks in retaining client relationships after pitches, while Publicis Media recorded the highest overall retention rate among the big six groups. 

WPP Media retained only 16% of its UDS 8.3 billion client billings reviewed.

Independent agencies (over 170 assessed in the report) captured USD 5 billion (13%) of total spend reviewed.