2025 Agency New Business League
mediasense's quarterly roundup shows how advertising holding groups and agencies fared in terms of new business. Access the full reports here.
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Publicis Leads 2025 Global New Business League as Market Consolidates
The mediasense Global New Business League (NBL) results for 2025 reinforce a clear and accelerating structural shift in the agency landscape: scale, integration, and platform-driven capability are decisively outperforming fragmented models. Across the ~3,800+ global pitches tracked, Publicis Groupe emerged as the dominant force, capturing roughly 56% of global new business billings and securing over 1,400 wins, significantly ahead of WPP and Omnicom Group.
This performance is particularly notable given an overall contraction in the market, with pitch volumes and billings declining double digits year-on-year, indicating that growth is being concentrated among fewer, more integrated players rather than expanding across the ecosystem. In effect, the NBL results are less a measure of market expansion and more a redistribution of opportunity toward networks that can deliver unified data, media, creative, and technology solutions.
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