Mumbai: COMvergence, an independent research and data consultancy specialising in media spend analysis and new business performance benchmarking, has released its India New Business Barometer report for FY2025 (January–December 2025), highlighting key agency and group performances across the market.
The report identifies major account movements involving leading brands such as Godrej Group, Kenvue, Hero MotoCorp, Marico, Dabur, Mars, LinkedIn, Paytm, Muthoot Finance, Sony Pictures Network, Shaadi.com, and Suzuki Motorcycles, which significantly influenced the competitive landscape during the year.
At the agency level, EssenceMediacom emerged as the clear leader with a new business value of +$233 million, maintaining a strong lead over competitors. Wavemaker secured the second position with +$73 million, supported by key wins including Paytm (retention) and the e-commerce mandate for Reckitt India in Q4 2025.
Starcom and PHD shared the third spot, each recording +$70 million in new business value. Havas Media ranked fourth with +$42 million, followed by OMD in fifth place with +$28 million.
At the holding group level, WPP Media retained its leadership position with +$320 million in new business value. It was followed by Publicis Media at +$223 million, while Omnicom Media Group (OMG) secured third place with +$98 million.
According to the report, COMvergence analysed 129 account moves and retentions in India, representing total estimated media spends of $1.06 billion. Of these, only 25 were global or multi-market pitches, contributing $227 million in new business value. In contrast, 104 accounts were local pitches, accounting for $835 million.
This trend underscores India’s strong preference for localised media decisions, with 79% of pitches being country-specific, significantly higher than the global average of 58%.
The findings highlight the growing importance of domestic market dynamics and local expertise in shaping media agency success in India, even as global networks continue to compete for scale and strategic advantage.
