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Mindshare and Omnicom Media Group* both topped $1 billion in new-business billings this year, factoring in losses, with Mindshare holding a slight edge, according to Campaign Red’s latest snapshot analysis.
The agencies maintained their respective first and second place rankings this month, with Mindshare's overall billings (wins plus retentions minus losses) surpassing Omnicom Media Group* by $7.8 million.
Mindshare’s continued success was bolstered by retaining its U.S. Marine Corps account, valued at $66.7 million, after a government-mandated review earlier this year. The broader 10-year contract, worth $1.9 billion, will be handled by a bespoke team called Thompson in partnership with WPP’s Mindshare, as Campaign previously reported in November.
OMD rose to third position after its newly reported $58.8 million March win of MSC Cruises, the world’s largest privately-owned cruise company. Neck and neck with iProspect, which dropped to fourth, both agencies have accumulated $748 million in overall billings, with OMD holding a narrow lead.
Meanwhile, Publicis agency Zenith climbed into fifth place, propelled by its August win of Lindt’s $101 million account from incumbent PHD, pushing the OMG-owned agency down to sixth.
Another notable jump came from Publicis agency Performics, which catapulted from 39th to 11th place after securing a $200 million win with Venu Sports this summer. The upcoming standalone streaming service is a joint venture backed by ESPN (a Walt Disney Company subsidiary), FOX, and Warner Bros. Discovery.
However, the service’s launch remains in limbo, entangled in an antitrust lawsuit filed by Fubo, a streaming platform specializing in live sports.
Finally, making its debut in the rankings this month, independent agency Known entered after being quietly named Moderna’s media agency of record in October, a win valued at $47.5 million.
December refers to the publishing month of the rankings by Campaign. The data covers all 2024 account wins reported by COMvergence as of 2 December 2024. Next month’s rankings (January) will include accounts reported after this date. Reported figures may be revised in the future as more information becomes available.
*The rankings have a focus on agencies, however, wins may be reported at a divisional level only or at a bespoke team level. For now, Campaign is keeping divisions and bespoke teams in the rankings as separate entities for those wins. This is to provide the most complete picture of new-business activity, in line with COMvergence reporting.