Global brands drive $660m in Australian media agency account activity

WPP Media has emerged ahead in Australia's media agency new business market for the first half of 2026, with major global accounts including L'Oréal and Uber helping drive its result in a period that saw an estimated US$660 million in media spend reviewed.

The latest COMvergence New Business Barometer tracked 105 media account moves and pitches in Australia during the six months, with major advertisers including Samsung, the Western Australian Government and Tabcorp also contributing to a busy period for the local agency market.

Of the total spend assessed, US$392 million, or 59%, was attributed to local pitches, while US$268 million came from regional and global reviews. Retained accounts accounted for US$231 million, or 35%, of the spend reviewed.

The figures highlight the influence of multinational advertisers on Australia's media agency market, where decisions made across global and regional networks can carry significant implications for local agency operations.

WPP Media recorded US$221 million in net new business and retentions, supported by L'Oréal (US$91 million), Uber (US$33 million) and Jaguar Land Rover (US$16 million). The group also pointed to BYD among its local wins, Uber retained by EssenceMediacom.

Publicis Media followed with US$165 million, driven by Samsung (US$48 million), Lactalis (US$28 million) and Tourism Australia (US$16 million).

Dentsu recorded US$4 million, with its Tabcorp win, valued at approximately US$28.5 million, largely offsetting losses elsewhere in its portfolio.

Independent agencies collectively recorded US$43 million in new business.

At an individual agency level, Wavemaker led with US$100 million, followed by Zenith at US$88 million, Mindshare at US$59 million, Spark Foundry at US$56 million and EssenceMediacom at US$32 million.

The results put all three WPP Media agencies among the five largest individual agency results, alongside two Publicis businesses.

WPP Media Australia CEO Aimee Buchanan said the result reflected the group's focus on growth and its client relationships.

“We talk a lot about being limitless, not as a slogan, but as an attitude towards growth. It's about staying curious, embracing change and helping our clients unlock new opportunities for growth,” Buchanan said.

“To see that reflected in these results is a credit to our people, the work they put in, our clients and the trust they put in us and the partnerships we've built together.”

Wavemaker CEO Peter Vogel said the agency's result reflected both existing relationships and new business.

“Being recognised as Australia’s leading agency for new business is a fantastic achievement for our team. What makes it especially meaningful is that it reflects both the trust existing clients continue to place in us and the confidence new partners have shown in Wavemaker,” Vogel said.

COMvergence said its figures are based on account moves reported in industry media and company announcements, with information validated by the agencies studied.