WPP keeps Recma lead as Omnicom–IPG Mediabrands debuts
Omnicom's Nick Garrett and Kristiaan Kroon
The combined Omnicom–IPG Mediabrands holding company has made its debut on the latest Recma rankings, landing just behind market leader WPP Media, even as its individual organisations slipped in the scoring.
The newly merged holding company scored 54 points in Recma’s qualitative assessment of Australian media agencies, which evaluates new business, capabilities and client base, just two points shy of WPP Media’s 56-point lead.
Individually, Omnicom Media Group fell from 42 points to 41, while IPG dropped from 14 to 13, compared with the previous Recma report released in October.
Publicis, meanwhile, jumped from 42 to 48 points, while Dentsu slipped from 15 to 13 and Havas Media fell from three to two.
On the agency front, EssenceMediacom maintained its number one spot, earning top marks for “vitality” and “structure” ahead of OMD, with fellow WPP Media agency Mindshare in third.
Rounding out the top five were PHD in fourth and Publicis Group-owned Atomic 212, which displaced WPP’s Wavemaker from the most recent top tier.
Essence Mediacom’s lead was bolstered by recent wins, including Lion and Australian Retirement Trust.
WPP Media ANZ CEO Aimee Buchanan said in a statement: “Our ambition is limitless growth for clients, our people and partnerships.
“These results are a powerful reflection of this. The consistency, capability and ingenuity of our people show the strength of our collective. I am incredibly proud of our teams and grateful for the trust our clients place in us to deliver.”
The report arrives just days before Convergence releases its new business rankings and a full two months ahead of the annual Australian Billings and Market Share reports from Convergence and Recma for 2026.
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