Foster Files Motion Opposing WPP’s Summary Dismissal Request (09/22/2026)
For the first half of 2026, Publicis Media led in new business with billings of $3.24 billion, driven by significant wins such as Adidas (Greater China), HP, Microsoft, and Prada. Omnicom Media closely followed in second place at $3.15 billion, securing contracts with Delta, IBM, and Subway. WPP took third place with $2.98 billion, benefiting from high retention rates and wins that included Estée Lauder, Jaguar Land Rover, and Wendy’s.
Both Dentsu and Havas Media Network experienced negative outcomes, reporting losses of $181 million and $343 million respectively.
In terms of a regional perspective, Publicis, WPP, and Omnicom also ranked first, second, and third in the U.S. market.
Olivier Gauthier, CEO of COMvergence, noted a significant trend towards the consolidation of media business within large agency groups, moving away from traditional global agency brands. His analysis revealed that 26%, or $5.0 billion, of the total reviewed media spend of $19.2 billion in H1 2026 was secured by bespoke centralized solutions from these groups. WPP Media led this initiative with $2.24 billion, followed by Publicis Media at $1.50 billion and Omnicom Media at $1.11 billion.
At the agency level, Omnicom’s PHD emerged as the top agency globally with net new business of $750 million, significantly boosted by the $440 million Adidas account (excluding Greater China) and retaining Dyson worth $164 million. Publicis Groupe’s Zenith followed at $653 million, owing to the retention of Reckitt in the U.S. worth $315 million, alongside a notable win with L’Oréal in India. WPP’s Wavemaker ranked third with $566 million, primarily due to the $650 million retention of Huawei in China.
A newly formed network, Hearts United, created from the merger of Omnicom’s Hearts & Science and Mediahub, debuted in fourth place with $445 million. The top five concluded with OMD, which reported $374 million, aided by their success with Aviva Group in the U.K.
COMvergence assessed 1,970 media-account moves across 49 countries, involving 1,070 advertisers and totaling $19.2 billion in reviewed media spend—an increase of 9% compared to H1 2025. Notably, the U.S. accounted for 39% of this total spend, with China following at 15%. Local pitches represented 58% of the total spend, while global reviews accounted for $8.1 billion.
The overall retention rate reached 28%, translating to $5.4 billion in retained billings. Publicis Media had the highest retention rate among the Big 5 at 52%, with Omnicom and WPP at 47%, followed by Dentsu at 34% and Havas at 6%.
Independent agencies captured $3.0 billion, or 16% of total reviewed spend, with Horizon Media leading at $540 million, followed by PMG at $355 million and Tinuiti at $300 million.
