Credit: Nikola Jovanovic via Unsplash
The Australian media agency market grew by 5.7% in 2024 to reach an estimated $9.6 billion in overall activity volume, according to the latest RECMA report.
Over a three-year period, the market has expanded by 21%, with digital, data and content-related activity now accounting for 59% of the total volume, up from 53% in 2023.
The RECMA study covers 17 agencies across six international media groups, along with independent agency Nunn Media.
Traditional media spend within the perimeter is estimated at $3.9 billion.
Despite significant account shifts in late 2024 and early 2025, including Amazon, Hyundai, eBay and Optus, these movements are not reflected in this year’s rankings.
OMD extended its lead in 2024, maintaining the number one position.
EssenceMediacom held second place, followed by Wavemaker.
UM ranked fourth, ahead of PHD in fifth.
The top five agencies accounted for 53% of the total market studied.
Among holding groups, Omnicom Media Group led with a 29.6% share, narrowly ahead of WPP Media at 25.8%.
Publicis Groupe climbed to third place with 18.3%, overtaking IPG Mediabrands at 14.0%.
If assessed jointly, the OMG and IPG merger would lead the market by a wide margin.
RECMA’s Overall Activity Volume ranking focuses on agency scale, not qualitative performance.
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