Major holdcos account for 60 per cent of billings of the Australian media market, which RECMA estimates at $9.9 billion in 2025. Following its acquisitions of IPG Mediabrands, Omnicom Media accounts for 45 per cent of market share among its competitive set with three of the five largest media agencies, followed by WPP Media and Publicis Media, which recorded the highest year-on-year growth in 2025. OMD is Australia’s largest media agency, ahead of EssenceMediacom, Wavemaker, UM and PHD. Mindshare and Spark Foundry also posted double-digit growth, while at the smaller end of the spectrum, Mediahub doubled its overall activity. 2006 forecastRECMA’s Overall Activity ranking accounts for accounts that moved in 2025, therefore late news business wins in 2025 will be picked up in the 2026 report.