Credit: Myriam Zilles via Unsplash
Publicis Media has topped RECMA's Australia qualitative rankings for net new business in 2025, edging out WPP Media by AU$30m as the total market under review grew to AU$1.2 billion from AU$1 billion in 2024.
The net new business balance, which strips out retentions, renewals and transfers, places Mindshare first at agency level, driven by the wins of Suncorp, the largest account in review for the year, via its bespoke Open Era division, and MG Motor.
PHD ranks second, notably with Bunnings, and EssenceMediacom third with Lion.
At group level, Publicis' result was spread across its portfolio, with Zenith picking up Mars, Flight Centre and Honda, Spark Foundry winning Paramount, Atomic 212 taking Tennis Australia and Starcom securing HBF.
Losses across the group came in below AU$50 million, with each of the four agencies delivering a new business balance above the market average.
WPP Media, which leads the overall qualitative rankings, follows closely in net new business, the AU$30m gap a reminder that the two measures don't always produce the same winner. dentsu ranked third, though significantly behind Publicis.
Mindshare's rise has been one of the market's more notable moves, climbing to 18 points in the qualitative rankings from 14 in the second edition of 2024, with its net new business lead reflecting the breadth of its wins across the year.
Atomic 212, which entered RECMA's overall top five agency rankings in the same period, tied with Mindshare for the top Vitality score, a measure of pitch competitiveness, new business growth and awards performance.
PHD also gained a point, confirming a positive trajectory in the rankings.
The AU$1.2 billion in accounts under review represents a 20% rise on 2024, pointing to a more active pitch market across the year.
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