Credit: WPP
WPP Media has extended its lead in the 2025 Recma Qualitative Domestic Report, growing its score by almost 10% year-on-year to reach 56 points, 14 clear of its nearest rival.
The holding company’s local media agencies, EssenceMediacom (1st), Mindshare (3rd) and Wavemaker (4th), all placed within the top five, contributing to WPP’s fourth consecutive win in the biannual rankings.
EssenceMediacom topped the agency list overall.
This represents a shift from earlier in the year, when OMD (2nd) led the agency rankings. In the latest update, EssenceMediacom has taken the top spot, with fellow WPP agencies Mindshare and Wavemaker also placing within the top five, highlighting the group’s consolidated strength across multiple brands.
WPP’s lift from 51 to 56 points marks a continued upward trend since 2023.
The Recma score draws on 19 qualitative metrics, including new business performance, client growth, leadership stability, and strategic capabilities such as data, technology and commerce.
While RECMA’s Activity 2024 report noted that several major account moves, including Amazon, eBay and Optus, had yet to impact rankings, the latest results suggest these shifts are now playing a role in reshaping the competitive hierarchy.
WPP’s client momentum, bolstered by these and other wins, is a key contributor to its growing dominance.
The company’s recent client wins, including Amazon, Specsavers, Australian Retirement Trust, MG, HBO Max, Australian Labor Party, Lion and Suncorp, were cited in the report as indicators of ongoing momentum.
The latest report also pointed to WPP’s growing capabilities in AI and tech integration.
The company has invested heavily in its proprietary platform WPP Open, as well as in social, creator and influencer marketing, analytics via Choreograph and data collaboration through its acquisition of InfoSum.
“This success is a direct result of the hard work and passion of our people, and the trust our clients place in us,” WPP Media Australia and New Zealand CEO, Aimee Buchanan, said.
“We are deeply committed to continuing to invest in capabilities that our clients need to thrive in the future, from advanced data and technology to innovative strategic commerce and content solutions.”
The result marks a notable shift from earlier in the year, when Omnicom Media Group held the largest share of overall media activity volume (29.6%) ahead of WPP (25.8%), according to RECMA’s Activity Report 2024.
WPP’s rise in the qualitative rankings, driven by strategic capabilities, leadership stability and high-profile client wins, suggests a growing lead not only in market perception but in long-term positioning.
Publicis Groupe also made gains, lifting its score from 34 to 42.
Four of its agencies, Zenith (equal 6th), Atomic 212 (equal 6th) and Starcom (10th), featured in the top 10, with Atomic 212 now tied for sixth alongside Initiative (equal 6th) and Zenith. Spark Foundry (9th) ranked ninth.
Omnicom Media Group dropped to 36 points, down 20% over two years.
IPG Mediabrands fell to 14 points, a 56% drop since the end of 2023 and down from 19 points last year.
Dentsu held at 15 points, while Havas remained at the bottom with just 2 points.
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