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.
Related topics
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.
Download the reports here:
Related topics
Get access to the thinking that shapes tomorrow’s marketing
Up next
Clarity & Prioritization – 2 Key Unlocks for an Effective Pitch Process
Ryan Kangisser explains how clarity and prioritization in the pitch process help brands reduce delays, avoid over-testing, and run smarter reviews for faster, more effective agency decisions.
Marketing’s Invisible Tax – The Cost of Poor Ecosystem Design
Modern marketing ecosystems often fail when complexity outpaces governance, creating hidden costs through duplication, delays, fragmented workflows and unclear accountability.
How to Evaluate Agency AI Propositions: A Procurement Guide
A practical procurement guide to evaluating agency AI propositions, managing risk, and ensuring real business value beyond platforms and hype.