Paris: WPP Media has emerged as the leading media agency group in the first quarter of 2026, topping both the Total and Net New Business global rankings, according to the latest New Business Barometer (NBB) published by COMvergence, the global media research firm.
The group generated $1.5 billion in new client billings during the quarter, underpinned by high-profile account wins including Jaguar Land Rover and Estée Lauder on a global basis, and SC Johnson across North America.
Omnicom Media Group in Second Place
Omnicom Media Group, which now operates as a consolidated entity spanning six agency networks — Initiative, Hearts & Science, Mediahub, OMD, PHD, and UM — ranked second in the period. The group combined $1 billion in new client wins with $1 billion in retained accounts, with Delta Airlines and Dyson among its notable mandates. Publicis Media ranked third, though it recorded the highest client retention rate among the Big 5 holding groups following competitive pitches, ahead of Omnicom Media at 70% and WPP Media at 62%.
$7 Billion in Reviewed Spend
COMvergence assessed 600 media account moves and retentions across 49 countries during the quarter, involving 390 advertisers and totalling $7 billion in reviewed media spend — a 6% increase compared to Q1 2025. The United States accounted for the largest share at 33% of global spend reviewed, followed by China at 23%. The overall retention rate for the quarter stood at 38%, one of the highest recorded in recent years.
Bespoke Group Solutions Gain Ground
A notable development in Q1 2026 was the growing share of media spend directed toward bespoke, centralized solutions operated directly by holding groups. Of the $7 billion in total reviewed spend, $1.8 billion — representing 25% — was awarded to such dedicated group teams, marking the highest proportion ever recorded in COMvergence’s barometer. WPP Media led this segment with $1.2 billion, followed by Omnicom Media at $520 million and Publicis Media at $80 million.
Olivier Gauthier, Founder and CEO of COMvergence, said the data reflects a structural shift in how large advertisers are choosing to manage their media investments. “Our Global Q1 2026 New Business Barometer marks the first time that group-dedicated teams have represented such a significant share of total reviewed spend, reflecting the growing consolidation of media business within bespoke, centralized group solutions,” he said.
Agency Network Rankings
At the individual agency network level, Wavemaker ranked first globally with a Total New Business Value of $382 million, supported primarily by the retentions of Huawei in China and Reckitt in India. EssenceMediacom placed second, buoyed by the retention of the Estée Lauder account in China, while Hearts & Science took third on the strength of retaining Cox Automotive in the US and winning Xiaomi in China.
In net new business terms — excluding retentions — Local Planet, a consortium of independent media agencies operating across more than 50 countries, led the ranking with $146 million in incremental billings, driven by the strong performance of German-based agency Pilot.
Independents Hold Steady
Independent agencies continued to demonstrate resilience in the quarter. More than 100 independents were assessed in the report, collectively capturing $1.4 billion in reviewed spend, or 20% of the global total. Approximately one third of that volume was attributed to Horizon Media, the largest US independent agency, which secured wins including Discover and WeightWatchers.
