Top Media Agencies of 2024: Who Claimed the $1.67B in New Business?

Overview of 2024's Top Media Agencies

UM, PHD, and Nunn Media emerged as the leading agencies in Australia for new business in 2024, with a total of $1.67 billion changing hands, as reported by B&T. At the group level, GroupM outperformed Omnicom Media Group with $210 million in new business.

UM: A Testament to Client Success

UM, owned by IPG, secured the top spot in COMvergence’s New Business Barometer, primarily due to retaining the Federal Government’s Master Media Account valued at $136 million. CEO Anathea Ruys described this achievement as a testament to their commitment to client success, innovation, and strategic agility in a challenging market.

PHD: Hard Work Pays Off

PHD, part of Omnicom, recorded $95 million in new accounts, including wins from the Asahi Group and the retention of Volkswagen Group. CEO Mark Jarrett emphasized that their position reflects the confidence clients have in their team.

Nunn Media: Consistency is Key

Nunn Media, the top-performing independent agency, secured $55 million through its win with Spotlight Retail Group. According to Chris Walton, Sydney managing director, their consistent performance resonates with a growing number of marketers.

Source: COMvergence.

Additional Noteworthy Agencies

EssenceMediacom, awarded B&T’s Media Agency of the Year, achieved $51 million in new billings, despite facing some losses.

The Competitive Landscape

While some agencies thrived, others faced challenges. IPG’s Initiative struggled after losing the Amazon account to GroupM. Nunn Media reported $58 million in net new business, securing the top position for net gains, followed closely by Atomic 212° and Half Dome.

Source: COMvergence.

Media Agency Groups Performance

GroupM's agencies collectively brought in $210 million in net new business, with significant wins from Amazon and Nestlé. Aimee Buchanan, CEO of GroupM Australia, expressed her excitement over the team's performance.

Conclusion

In 2024, COMvergence tracked 155 media account moves/retentions, totaling $1.05 billion, indicating a 12% increase from 2023. The largest pitches accounted for 69% of the total spending reviewed.

Source: COMvergence.