COMvergence has released its annual Billings and Market Share (BMS) report in Poland, presenting FINAL 2025 media agency and group billings figures, including digital media investments.
– This report provides the most comprehensive and transparent view of the media agency landscape for 2025. As the industry continues to consolidate, it is more important than ever to have clear, reliable benchmarks – and to distinguish between what has happened and what is projected – Olivier Gauthier, founder & CEO, COMvergence.
Group Ranking: WPP Media Leads, Publicis Media Surges
At the group level, WPP Media retains the top position with a 27% industry market share (down from 28.5% in 2024) and $991M in total billings, reflecting a 6.7% increase versus 2024. Publicis Media follows, posting an 11.2% rise (+$73M), reaching $722M in 2025 billings. Omnicom Media Group ranks third with $359M, up 17%. Collectively, the top three groups represent 70% of total billings among the Big 6.
A Note on Omnicom Media
The acquisition of IPG by Omnicom was approved in late 2025. Combining the media billings figures of Mediabrands and OMG into the new Omnicom Media (OM) group would bring the total to $629M, placing the new group in a potential third position.
Agency Network Rankings: Starcom Holds the Top Spot
At the agency network level, Starcom gains the top position with total billings of $340M (+10.4% vs. 2024), followed by EssenceMediacom in second place with $326M (0.8% vs. 2024) and Wavemaker in third with $302M, while Mindshare and Zenith complete the Top 5 sharing the same rank and posting growth rates of +0.5% and +13.4% respectively.
Key takeaways
The total billings managed by media agency networks owned by the Big 6 HoldCos. plus major independent media agencies reached $3B in 2025, experiencing an overall growth of +9.2% vs. 2024.
The 2025 total media agency billings represent 80% of the total (net) media spends in Poland which COMvergence estimates to be $3.7B (up +11.2%), versus $3.3B in 2024.
COMvergence estimates that digital media accounted for 47% of total media billings in 2025, totaling $1.4 billion across the Big 6 groups and major independent agencies.
The FY 2025 New Business Barometer Report for Poland (released in March 2026) recorded a total reviewed media spend of $470M, representing 16% of total billings controlled by the Big 6 plus independent agencies in Poland.
