Agency research firm COMvergence released final figures today that show just how big a year Publicis Groupe had in media new business development in 2025. 

The Groupe’s total new business (including wins, losses and retentions) was nearly $10.5 billion, dwarfing all competition. 

The COMvergence rundown keeps Omnicom and IPG separate because the companies did not complete their business combination until late November of last year. But even on a combined basis the companies’ total was less than half what Publicis achieved. 

IPG’s Mediabrands was a distant second with total new business of $1.75 billion. 

Dentsu was third at $1.62 billion. 

Rounding out the top six groups: Havas Media Network ($1.38 billion), Omnicom Media ($1.32 billion), and WPP Media (-1.77 billion).  

At the global agency network level, Publicis Groupe’s Starcom was number one ($2.7 billion), driven by wins including Mars and Aldi. IPG’s Initiative was second-ranked ($2.4 billion) with wins including Bayer, Paramount and Anthropic.  

Publicis’ Spark Foundry placed third ($2.1 billion), buoyed in part by its Kenvue win and a piece of the Paramount business. 

In the US, Publicis Media also ranked first with $5 billion+ in total new business with wins including Coca-Cola, Kenvue, Mars, PayPal and TJX Cos. Mediabrands was second with over $800 million in incremental billings. Havas Media Network ranked third, supported by 13 new client wins including Olive Garden. 

COMvergence said it assessed more than 4,400 media account moves and retentions across 49 countries with a total value of $37.4 billion. The US accounted 34% of total spend reviewed, followed by the UK (10%) and China (8%). 

The overall retention rate was 21%, the lowest in eight years. Initiative was tops in retentions among agencies while Publicis led at the group level.  

Independent agencies captured $5 billion of total spend reviewed. Horizon Media was a standout with wins in the US such as Spectrum ($800 million), Peloton and StarzPlay. 

This story has been updated. Chart source: COMvergence