Omnicom’s OMD maintains top-billing media agency position with $9.6billion
By Oluwaseyi Lawal
OMD media agency, a subsidiary of Omnicom, has maintained its position as the highest-billing media agency in the U.S. in 2023, achieving an estimated total of $9.6 billion, marking a 4.6% increase, as per the final figures from agency research firm COMvergence.
At the group level, Publicis Media continued to lead significantly with $23.9 billion in billings, reflecting a 9.6% rise.
COMvergence’s analysis included 32 agencies with a combined total of $95 billion in billings, a 1.3% increase over 2022. This comprised 18 media agency networks and 10 independent agencies, covering 62% of the market share.
The top five agencies were Publicis Media’s Spark Foundry with $8.1 billion (+3.5%), independent Horizon Media with $7.7 billion (+4.7%), GroupM’s EssenceMediacom with $7.5 billion (-3.8%), and Publicis Media’s Zenith with $6.6 billion (+3.9%).
Among the leading groups, GroupM reported $17.2 billion in billings (-0.6%), and Omnicom Media Group saw $16.5 billion (+5.8%).
Digital media spending represented 54% of total billings last year, up from 48% in 2022. PMG and iProspect, ranked 17th and 20th overall, had the highest shares of digital billings at 76% and 77%, respectively.
COMvergence’s billings were calculated based on clients spending $2 million or more, with all client lists reviewed and confirmed by the assessed agencies.
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