COMvergence 2025 Rankings – Top 5 Media Agency Networks in India
The Indian media agency landscape in 2025 was defined by aggressive new business wins, high-stakes retentions, and a decisive tilt toward local mandates. According to the latest New Business Barometer report released by COMvergence, the “Big Three”—WPP, Publicis, and Omnicom Media Group (OMG)—have solidified their grip on the market, collectively navigating a total media spend of $1.06 billion across 129 account moves. While the global story for 2025 saw Publicis Groupe running away with a $10 billion lead, the Indian story tells a different, more localized tale of resilience and strategic dominance.
The Group Standings: WPP Maintains the Crown
In India, WPP Media emerged as the clear leader at the group level, securing a new business value of $320 million (including retentions). This performance is particularly noteworthy given WPP’s global challenges in 2025, proving that the holding company’s Indian operations remain its most fortified stronghold.
Publicis Media followed in the second spot with $223 million, fueled by its integrated “Power of One” model. Omnicom Media Group (OMG) rounded out the top three with $98 million, driven by a strong showing from its subsidiary agencies in the final quarter.
India Media Agency Group Rankings (FY 2025)
| Rank | Media Group | New Business Value (USD) |
| 1 | WPP Media | $320 Million |
| 2 | Publicis Media | $223 Million |
| 3 | Omnicom Media Group | $98 Million |
Agency Spotlight: The “EssenceMediacom” Phenomenon
At the individual agency level, the story of 2025 belongs to EssenceMediacom. The agency didn’t just lead; it dominated, capturing a staggering $233 million in new business value. This single agency accounted for nearly 73% of WPP’s total group wins in India, creating a massive gap between itself and the rest of the field.
Wavemaker climbed to the second spot with $73 million, buoyed by the critical retention of Paytm and a significant e-commerce mandate from Reckitt India. Meanwhile, Starcom and PHD shared the third position, each clocking in at $70 million.
Top 5 Media Agency Networks in India
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EssenceMediacom: $233M (Lead wins: Godrej Group, Kenvue)
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Wavemaker: $73M (Key wins: Paytm, Reckitt)
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Starcom / PHD: $70M (Shared 3rd place)
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Havas Media: $42M
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OMD: $28M
The “Local” Factor: Why India Defies Global Trends
One of the most striking findings in the COMvergence 2025 report is India’s overwhelming preference for local mandates.
While the global average for country-specific pitches stands at 58%, India recorded a massive 79%. Out of the $1.06 billion in media spend reviewed, $835 million came from 104 local pitches. Only 25 pitches were global or multi-market assignments.
Key Insight: This high “Local Pitch Rate” underscores that in the Indian market, regional expertise, cultural nuances, and on-ground execution capabilities—particularly in the Out-of-Home (OOH) and digital sectors—continue to outweigh global alignments.
The Marquee Moves: Brands That Shaped 2025
The year saw several blue-chip advertisers re-evaluating their media partnerships. The movement of these accounts not only shifted billings but also signaled a shift in brand priorities toward data-driven performance and omnichannel presence.
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FMCG & Consumer Goods: Godrej Group, Marico, Dabur, and Mars.
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Automotive: Hero MotoCorp and Suzuki Motorcycles.
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Fintech & Tech: Paytm (Retention), LinkedIn, and Shaadi.com.
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Entertainment & Finance: Sony Pictures Network and Muthoot Finance.
The Dooh Digital Verdict: What This Means for 2026
For industry veterans with a pulse on the “Proof Era,” these rankings reveal three critical trends for the coming year:
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Retention is the New Growth: With global retention rates at an eight-year low (21%), agencies like Wavemaker (Paytm) and EssenceMediacom have proven that keeping a client is just as valuable as winning a new one.
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The Dominance of Integrated Units: Publicis and WPP’s success stems from their ability to offer “Bespoke Standalone Units” that blend media, tech, and creative.
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Local Authority: For digital marketers and OOH specialists, the 79% local pitch rate is a green light. Brands in India are looking for partners who understand the “receipts” of the local market—from the streets of St. Petersburg to the bustling hubs of Mumbai.
As we move further into 2026, the battle for new business will likely shift from pure “media buying” to “media intelligence,” where AI and real-time attribution become the primary weapons for agency growth.
