According to the study H1 2026 Poland New Business Barometer (NBB) published by COMvergence, WPP Media ranked first in total new business value of $69M in H1 2026, driven by two major retentions (P4 and OLX), while Dentsu ranked first for the net new business (excluding retentions) with growth totalling $22M, as Zywiec Brewery was added to its portfolio among other new clients. Publicis Media and Omnicom Media took the second and third place, with total new business results of $46M and $30M respectively.
At agency level, Mindshare led performance among the 17 agencies studied in Poland with total new business growth of $39M for H1 2026 (including $15M in new client wins). PHD ranked second with $35M in total, boosted by its Adidas and SkyShowtime global wins. EssenceMediacom took the third place having a total new business growth of $29M.
In H1 2026, COMvergence assessed 60 media account moves and retentions in Poland, totaling $286M – an increase with more than 70% compared with similar period in H1 2025 ($161M). The media spend in value retained by the incumbent was $139M (49% out of total media spend reviewed).
Globally, 58% of assessed media reviews and moves were driven by local pitches. Poland was slightly above this average, with local pitches representing 61% of total media spend reviewed.
