WPP Media has extended its lead in Australia, topping RECMA’s latest Profile Classification for the full year 2025 with 56 qualitative points, up from 54 in Q3.
The result reinforces the group’s long-standing hold on the number one ranking, driven by consistent performance across its agency brands EssenceMediacom, Mindshare and Wavemaker.
EssenceMediacom leads the market
EssenceMediacom remains the top-ranked agency in Australia, achieving 23 points and standing as the only agency in the market with a Dominant Profile.
The agency’s score increased by two points since October 2025, supported by major new business wins, including Lion and Australian Retirement Trust.
It also continues to rank among the strongest agencies across RECMA’s key metrics of Vitality and Structure.
Mindshare builds momentum
Mindshare delivered another strong result, finishing on 18 points and maintaining its High Profile status.
The agency secured major account wins including MG Motors, the Australian Labor Party and Suncorp, the latter held under its bespoke Open Era division.
Mindshare also topped RECMA’s Net New Business Balance for the year, reflecting sustained growth since 2023.
Wavemaker maintains high profile
Wavemaker recorded 15 points, retaining its position within the High Profile tier.
New business wins included Sorbent and the University of Western Australia, alongside the retention of the South Australian Government account.
Backed by future-facing investment
The group’s performance reflects ongoing investment in future-facing capabilities, including AI integration through WPP Open, data and analytics, privacy-enhancing technology via InfoSum, as well as expanded capabilities in sport, entertainment, commerce and influencer marketing.
Aimee Buchanan.
Aimee Buchanan, Chief Executive Officer of WPP Media Australia and New Zealand, said the results highlight the strength of the group’s collective approach.
“Our ambition is limitless growth for clients, our people and partnerships. These results are a powerful reflection of this. The consistency, capability and ingenuity of our people shows the strength of our collective,” Buchanan said.
“I am incredibly proud of our teams and grateful for the trust our clients place in us to deliver.”
Top Image: Carolyn Reid