Publicis Media led both total and net new business globally, generating $US6 billion in new client billings, according to the June half 2025 Global New Business Barometer published by COMvergence.
The wins included Coca-Cola ($US835 million) in North America and eight global accounts: Barilla, Dropbox, Goodyear, LinkedIn, Mars, Paramount, PayPal, and Santander.
Mediabrands ranked second with $US1.5 billion, driven largely by strong US performance.
OMG came in third, supported by global consolidated wins such as Kimberly-Clark (ex-North America), Zurich Insurance, and multiple US gains.
WPP Media was the only big six group to post a negative result, both including and excluding retentions, with almost $US4 billion in losses.
At the network level, Initiative ranked first globally with a total new business value of $US1.4 billion, supported by wins such as Paramount Network ($US450 million) and Anthropic in the US.
Spark Foundry was second with the consolidated win of Abbott ($400 million) in North America and the global win of LinkedIn ($US180 million).
Zenith ranked third, having successfully defended the PepsiCo account in China ($US225 million) and won PayPal ($US450 million) in the US.
The top three positions remained unchanged in Net New Business rankings (wins minus losses).
COMvergence assessed nearly 1,840 media account moves and retentions across 49 countries, involving 1,195 advertisers and totalling $US17.6 million, up 7% on the same six months last year.
The overall retention rate was just 19%, the lowest in eight years. Publicis Media achieved the strongest retention rate (63%) at the group level.
WPP Media retained only 18% of its $US4.9 billion in billings under review.
Independent agencies captured $US2.9 billion (16%) of total spend reviewed, with significant wins including Spectrum (Horizon Media, $US800 million) and Peloton ($US225 million).
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