COMvergence has released its Australian Media Agency Billings & Market Shares Final report for 2022. This report has revealed that the top three agencies for the year were OMD, MediaCom, and UM, while the top three groups were GroupM, Omnicom OMG, and Mediabrands.
It is worth noting that the report records Essence and MediaCom as separate entities for the 2022 report, with the merger coming into effect in early 2023. EssenceMediacom will be assessed as one agency in the 2023 billings tables.
OmnicomMedia’s OMD has taken the top spot for agencies, coming in with total billings of $846 million (AUD $1.158 billion) in 2022, and $391 million in digital billings (46% of their total).
In second is Group M’s Mediacom, with $493 million (AUD $676 million) in total billings, and $293 million in digital billings (59% of their total).
Rounding out the top three is Mediabrands’ UM, coming in with total billings of $428 million (AUD $587 million), and $190 million in digital billings (44% of their total).
Filling out the top 10 are:
• Wavemaker – Group M, $428 million total billings (AUD $586 million)
• PHD – Omnicom Media, $378 million total billings (AUD $518 million)
• Initiative – Mediabrands, $325 million total billings (AUD $445 million)
• Carat – Dentsu, $300 million total billings (AUD $411 million)
• Mindshare – Group M, $238 million total billings (AUD $326 million)
• Spark Foundry – Publicis Media, $228 million total billings (AUD $313 million)
• Zenith – Publicis Media, $224 million total billings (AUD $307 million)
The highest ranked independent agency is Atomic 212° at #13, with $143 million (AUD $196 million) in total billings, and $75 million in digital billings (52% of their total).
When it comes to growth in 2022 compared to 2021, Mediacom takes the crown having grown by $111 million, up 29.1%.
It’s a tie between two agencies for who has grown the largest percentage, with both Havas Media (up 36 million) and independent This Is Flow (up $13 million) growing 61.4% compared to 2021.
The report also notes that due to the sharp depreciation of the Australian Dollar against the US dollar in 2022, and to reflect the most realistic growth rates year on year, all agency billings figures for 2021 have been restated and devaluated by -6%.
The six agency group results are:
• Group M – $1.416 billion total billings (AUD $1.940 billion)
• Omnicom Media (OMG) – $1.346 billion total billings (AUD $1.844 billion)
• Mediabrands – $791 million total billings (AUD $1.084 billion)
• Publicis Media – $632 million total billings (AUD $865 million)
• Dentsu – $366 million total billings (AUD $502 million)
• Havas Media Group – $94 million total billings (AUD $128 million)
The next COMvergence report, The Global & Regional BMS 2022 report, will be released by the end of June.
See Also: COMvergence Media Agency New Business Barometer: Atomic 212° and OMD lead the way