Credit: Philippe Oursel via Unsplash
OMD remains Australia's largest media agency ahead of EssenceMediacom, Wavemaker, UM and PHD, according to RECMA's 2025 Overall Activity Volume evaluation.
Although the leading positions are largely unchanged in the current rankings, many of the largest account moves announced during late 2025 only take effect only in 2026, moving Publicis Media ahead.
In 2025, the top five accounted for 55% of overall activity.
Overall activity across the major international holding groups, representing around 60% of the Australian media market, is estimated at $AU9.9 billion in 2025, up 5.7% year-on-year and 14% over the past three years.
Non-traditional activities including digital media, performance marketing, data, content and commerce now account for 58% of agencies' overall activity.
Among individual agencies, Mindshare and Spark Foundry both recorded double-digit growth, while Atomic 212 posted 27%, the highest among agencies of comparable size.
Mediahub more than doubled its overall activity following its first standalone assessment.
At holding company level, following Omnicom's acquisition of IPG Mediabrands, the combined Omnicom Media entity accounts for nearly 45% of RECMA's estimated market, ahead of WPP Media and Publicis Media.
Publicis Media records the highest year-on-year growth among the major holding companies, supported by Spark Foundry, Atomic 212 and Starcom.
Looking ahead to 2026, RECMA forecasts Publicis Media to record the largest net increase, reflecting wins including Samsung, Honda, Industry Superfunds, Microsoft, Kellanova and Campari.
WPP Media is also projected to grow following wins including Suncorp Group, Asahi, BYD, Michael Hill, Jaguar Land Rover, Bayer and Estée Lauder.
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