PHD continues to lead the New Zealand market with an estimated $US250 million in total billings for 2024, according to COMvergence’s Billings and Market Share report.
OMD ranks second, close behind at $210 million.
MBM, part of Publicis Media, is third with $140 million. FCB Media follows with $99 million and dentsu’s Carat was in fifth place with $82 million.
At the group level, OMG maintains a lead with a 35.3% market share and $498 million in total billings.
Publicis Media is in second place with $236 million in 2024 billings, with WPP Media third at $171 million.
If the proposed IPG-Omnicom merger is finalised later this year, the combined 2024 media billings of Mediabrands and Omnicom Media Group (OMG) would total $608 million, positioning the newly formed entity in first place among media groups.
In 2024, total media agency billings accounted for about 81% of the New Zealand net media spend, which COMvergence estimates at $1.4 billion.
Media agency networks owned by the big six holding companies, along with leading independent agencies, collectively managed $1.1 billion in billings.
Digital media investments are estimated to have reached 41% of total measured spend in 2024, totaling $468 million.
This figure reflects digital spend managed by the big six and by top independent agencies. Among the top 10 agency networks, digital's share ranges from 32% for Mindshare to 52% for MBM.
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