Publicis Is (By Far) New Biz Champ For 2025

Why It Matters

The gap underscores Publicis’ growing dominance in media buying, reshaping agency competition and client allocation. Advertisers may increasingly gravitate toward the group for scale and integrated services.

Key Takeaways

• Publicis new business reaches $10.5 billion, far ahead
• IPG Mediabrands second with $1.75 billion
• Retention rate drops to 21%, eight‑year low
• Independent agencies capture $5 billion, Horizon leads
• US accounts 34% of global media moves

Pulse Analysis

Publicis Groupe’s 2025 new‑business haul of almost $10.5 billion marks a watershed moment for the media agency landscape. The figure, compiled by COMvergence after tracking more than 4,400 account moves across 49 countries, is more than double the combined total of Omnicom and IPG, even after their late‑year merger. Starcom’s $2.7 billion win list—highlighted by Mars and Aldi—illustrates how the group leverages its global footprint to secure large‑scale, cross‑category contracts, while Spark Foundry’s $2.1 billion success with Kenvue and Paramount further cements Publicis’ breadth across creative and performance media.

The data also reveal shifting dynamics in client retention and agency competition. Overall retention slipped to 21%, the lowest in eight years, suggesting advertisers are more willing to test new partners amid a fragmented market. Initiative led retentions at the agency level, yet Publicis topped the group‑level chart, indicating its ability to both win fresh business and keep existing accounts. Independent firms captured $5 billion of the $37.4 billion spend reviewed, with Horizon Media standing out for high‑profile wins like Spectrum and Peloton, underscoring the continued relevance of boutique agencies in niche verticals.

Looking ahead, Publicis’ dominance could accelerate consolidation pressures as rivals scramble to match its scale and service integration. The group’s strong U.S. performance—over $5 billion, driven by Coca‑Cola, PayPal and TJX—signals that advertisers are prioritizing agencies that can deliver end‑to‑end media solutions across digital, TV and emerging platforms. For investors and industry watchers, the 2025 results serve as a bellwether for where media spend is flowing and which agencies are best positioned to capture the next wave of growth.