Discover the Media Agencies Set to Dominate in 2025!

This week, B&T is spotlighting the media agencies poised for success in 2025, dubbed the Ones To Watch. Following our previous look at creative agencies, today we dive into the media sector, with a focus on key players and their strategic moves that could redefine the landscape.

Accenture Song

One of the most talked-about stories of 2024 was Accenture Song’s acquisition of former Initiative CEO Melissa Fein, managing director Sam Geer, and chief strategy officer Chris Colter. Their mission? To leverage AI tools and strategic insights to reinvent media and streamline operations by eliminating inefficiencies. Can they deliver the promised disruption?

Atomic 212°

Atomic 212° has turned the tables on speculation about its future by acquiring the media buying arm of KWPX, expanding its team and client base significantly. With Rory Heffernan stepping in as CEO, the agency is set to capitalize on a broader national presence and maintain its growth trajectory.

Half Dome

In 2024, Half Dome emerged as a leading indie agency, securing notable wins and expanding its SEO services. With a fresh brand positioning, ‘Half Dome, Whole Potential’, the agency continues to thrive amongst its competitors, showcasing its ability to attract challenger brands.

Hearts & Science

Hearts & Science is gaining momentum following its merger with Foundation, aiming to enhance its client services and market presence. With a new leadership team in place, the agency is expected to expand its client roster significantly.

Howatson+Company & Innocean

Howatson+Company made headlines by winning the media account for Honda Australia, marking its arrival in the media agency space. Meanwhile, Innocean has launched its media planning division, positioning itself as a strong contender in the market.

Initiative

After significant leadership changes, Initiative is navigating a transformation journey amid the backdrop of Omnicom’s impending acquisition of IPG. With Jo McAlister at the helm, the agency aims to instill a challenger mindset and successfully adapt to ongoing changes.

Mindshare

Mindshare has excelled in new business pitches, boasting a high client retention rate and expanding into new areas like data and commerce. Under the leadership of Maria Grivas, the agency continues to be a top choice for clients.

PHD

Despite losing major clients, PHD has demonstrated resilience by retaining key accounts and maintaining a high rating on industry reports. With potential consolidation on the horizon due to Omnicom's acquisition of IPG, the agency's performance in 2025 will be crucial to its standing in the competitive market.