The year 2025 will be remembered as a defining period in advertising history, not just for the landmark merger between Omnicom and Interpublic Group that created the world’s largest advertising holding company, but for the unprecedented wave of account reviews and consolidations that redrew the industry’s competitive map. As brands sought greater efficiency, consistency, and technological capability from their agency partners, billions of dollars in media and creative business changed hands in what became one of the most active pitch seasons in recent memory.

From consumer healthcare giants restructuring their entire marketing operations to automotive and telecommunications brands consolidating fragmented relationships, 2025 saw marquee clients making decisive moves that reflected changing priorities: integrated capabilities over specialized boutiques, data-driven creativity over traditional approaches, and global scale married with local cultural insight. The winners and losers of these pitches revealed which holding companies and networks successfully adapted to client demands for AI-powered solutions, commerce expertise, and seamless cross-channel execution.

What emerged from the year’s account movements was a clear hierarchy of momentum. Publicis Groupe dominated the first half of the year, securing an astounding $6.34 billion in net new business according to COMvergence, while WPP and Omnicom also claimed significant victories in high-profile reviews. These shifts have implications far beyond the agencies involved, they signal how brands are choosing to navigate an increasingly complex media ecosystem where traditional advertising boundaries have dissolved into integrated marketing ecosystems spanning commerce, data, content, and technology.

Publicis Groupe’s Dominant Run

Publicis Groupe emerged as the undisputed winner of 2025’s account review season, building momentum that carried through the entire year. The Paris-based holding company started strong, winning 319 accounts across creative and media in Q1 alone, generating an estimated $168 million in new revenue during those three months, according to exclusive data from marketing consultancy R3.

By mid-year, Publicis had secured net new business worth $6.34 billion, according to COMvergence. Major victories included Coca-Cola’s $835 million North America media account, alongside global assignments from Barilla, Dropbox, Goodyear, LinkedIn, Mars, PayPal, and Santander. The group’s winning streak continued into the second half with several high-profile consolidations.

Consumer healthcare giant Kenvue, with an estimated $1.35 billion in annual media spend, appointed Publicis to lead media, commerce, healthcare professional engagement, and technology support across all its brands. Publicis also secured creative and production duties for Neutrogena, while WPP won creative responsibilities for Kenvue’s other brands including Tylenol and Listerine.

LinkedIn awarded Publicis its global media account worth approximately $97.5 million annually after a closed review process. Publicis, which previously held the U.S. account, successfully defended its position while expanding to include key regions such as the UK.

The group also won Unilever’s ice cream division media business as the unit prepares to become an independent company, marking a strategic shift away from WPP Media’s Mindshare. Publicis will oversee media planning, buying, and strategy across major global markets, with particular emphasis on China, India, and Indonesia.

Vodafone consolidated its creative business under Publicis Groupe, bringing together its flagship brand and five operating companies across Europe, the Middle East, and Africa. The telecommunications giant, which previously distributed creative work among several agencies, gained exclusive access to Publicis’ AI platform Leona, making Vodafone the only telecom operator to leverage this technology in select European markets.

Tire manufacturer Goodyear also consolidated its media, creative, production, and digital services with Publicis Groupe through a newly formed division called Publicis P1T Crew. The account, worth $364 million in annual advertising expenditure, was previously handled by Colle McVoy and GSD&M.

In Africa, Publicis Groupe Africa won the Airtel Africa integrated marketing account across 12 markets including Congo Brazzaville, DRC, Niger, Chad, Gabon, Kenya, Uganda, Rwanda, Tanzania, Zambia, Malawi, and Madagascar, with discussions ongoing for additional markets including Nigeria.

British supermarket chain Asda handed both its creative and media accounts, worth an estimated £95 million, to Publicis Groupe agencies without a competitive pitch. Saatchi & Saatchi won creative duties from VCCP, while Blue 449 secured media from Carat, which had held the account for over two decades.

WPP Secures Strategic Wins

While Publicis dominated in volume, WPP claimed several significant victories that demonstrated its enduring creative credentials. Beyond its Kenvue creative win, the British holding company secured Jaguar Land Rover’s consolidated global marketing communications account worth approximately $475 million annually. The remit encompasses media, creative, and other marketing services across JLR’s brands including Defender, Discovery, Jaguar, and Range Rover. WPP replaced incumbents Accenture Song on creative and Omnicom on media.

Omnicom and IPG’s Pre-Merger Success

Before completing their landmark merger in November, both Omnicom and IPG secured notable wins. Omnicom won significant mandates including Hershey in the United States, Spotify, LEGO, Yum Brands in China, and Nestlé China, according to industry reports.

Interpublic Group secured Bayer’s global consumer health media, creative, and production account worth approximately $750 million in annual spend. Bayer cited the forthcoming union of IPG and Omnicom as a decisive factor in the appointment, noting that the combined strength would offer unparalleled scale and capability. The win marked a shift from incumbents Omnicom and WPP, who previously held portions of the business.

Dentsu’s Continued Presence

Dentsu maintained its global footprint with strategic wins and retentions. HEINEKEN renewed its media business with Dentsu for another two years, extending an eight-year relationship. The renewal covers 100 markets including Mexico, Brazil, UK, Italy, Germany, Spain, The Netherlands, South Africa, Nigeria, Vietnam, and India.

Jewelry brand Pandora expanded its partnership with Dentsu by consolidating its global media account with the agency. Under a new two-year agreement, Dentsu assumed responsibility for Pandora’s media strategy across 36 markets. The brand’s 2023 marketing budget totaled $545 million.

Dentsu also won accounts from Ferrero, IKEA, and eBay during the year, blending creativity with technology in campaigns that demonstrated the group’s integrated capabilities.

Creative Shop Standouts

Independent and network-affiliated creative agencies also claimed notable victories. Adam & Eve/DDB won Heineken-owned cider brand Strongbow’s creative business after a competitive pitch, replacing St Luke’s, which had held the account since 2005. The win extended Adam & Eve/DDB’s relationship with Heineken, which includes Amstel, Desperados, and John Smith’s.

Wieden+Kennedy was named Ad Age’s 2025 Creative Agency of the Year, delivering what the publication called their “strongest output in years” for clients including Nike, McDonald’s, and DoorDash. The agency’s “So Win” Super Bowl campaign for Nike celebrating women athletes earned Cannes shortlisting and cultural praise, while its “Not Not a Big Mac” campaign for McDonald’s Chicken Big Mac became Twitch’s most-watched QSR campaign ever.

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