WPP Media dominated India's $16-billion media agency market in 2024: COMvergence
The report, which tracks agency-level billings across both global and Indian markets, puts IPG Mediabrands and Publicis Media in second and third place with $2.0 billion and $1.7 billion in billings, respectively.
The total market assessed by COMvergence in India stood at $16 billion, based on billings from 20 agency networks and two leading independents. The 2024 report also showed a significant uptick in digital media, with agencies clocking $6.8 billion in digital spends and digital comprising an average of 52% of total agency billings. That's up from just 42% in 2021, marking a sharp 10-point swing in three years.
'In the last three years from we have seen a shift in digital in India in the Billings from an average digital share of 42% in 2021 to an average digital share of 52% in 2024. There has been a marked increase in the digital spends in the FMCG, Auto category further boosted by Quick commerce spends on digital,' said Priyanka Mehra, regional director –south Asia & India at COMvergence.
Within individual agencies, WPP entities took the top three spots. Mindshare led with $2.6 billion in billings, followed by Wavemaker at $1.8 billion, and EssenceMediacom at $1.7 billion. IPG's Lodestar UM came in fourth at $1 billion, while Madison Media—India's most prominent independent agency—rounded out the top five with $970 million in billings.
The report reflects increasing consolidation among global holding companies in India's media planning and buying business, with WPP Media continuing to command significant market share despite recent organisational overhauls and the rebranding of GroupM under the WPP Media identity. Its India operations continue to house some of the country's biggest clients across FMCG, telecom, auto, and ecommerce.
While IPG and Publicis have been growing steadily, particularly in digital and ecommerce-driven campaigns, the gap between the top group and the rest remains substantial. COMvergence's analysis is based on agency-reported data, public disclosures, proprietary modelling, and client-agency relationships.
Globally, WPP Media retained its position as the largest media holding company with $64.6 billion in total billings. Publicis Media followed at $54.7 billion, and Omnicom Media Group came in third at $45.6 billion. Collectively, the top three represented 71% of total billings among the six largest holding companies. Among individual media agencies, Omnicom's OMD led globally with $26.3 billion in billings, followed by EssenceMediacom at $24.6 billion and Mindshare at $21.9 billion.
India continues to be a strategic growth market for most global agency networks, given the scale of consumer marketing and the rise of digital-first sectors such as fintech, diect-to-consumer (D2C) brands, edtech and quick commerce. COMvergence's report, though focused on the larger networks, offers one of the few structured overviews of the media buying ecosystem in India, where granular market-level data remains scarce and often unaudited.
The average digital share of 52% is also a sign of structural change, analysts said, indicating a move beyond traditional TV-led planning to omnichannel media strategies. Many agencies are also investing in full-funnel services that combine creative, content, media, and commerce, often led by tech-enabled offerings or proprietary tools.
COMvergence, founded by Olivier Gauthier, is considered one of the most independent and credible global sources for agency billings and market share benchmarking. Its data is used widely by procurement teams, holding companies, consultants, and M&A analysts.
For networked agencies, the rankings offer a clear picture of leadership, scale, and competitive movement.
With marketers under pressure to drive growth, efficiency, and visibility in a fragmented media environment, the next phase of competition will likely be shaped by tech integration, measurement, and platform partnerships, areas where the largest groups have already made significant bets.
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