COMvergence has released its New Business Barometer report for India, covering January to December 2025 and including account retentions. The study has analysed media spend investments, new business performance, and market share across agencies.
The report has shown that key account moves during the year have included brands such as Godrej Group, Kenvue, Hero MotoCorp, Marico, Dabur, Mars, LinkedIn, Paytm, Muthoot Finance, Sony Pictures Networks India, Shaadi.com, and Suzuki Motorcycle India.
Among agencies, EssenceMediacom has led the rankings with new business value of $233 million. Wavemaker has moved to the second position with $73 million, supported by wins including Paytm (retention) and Reckitt India’s e-commerce mandate in Q4 2025.
Starcom and PHD have shared the third position with $70 million each. Havas Media has ranked fourth with $42 million, followed by OMD in fifth place with $28 million in new business value.
At the group level, WPP has maintained its leadership with $320 million in new business value. Publicis Groupe has followed with $223 million, while Omnicom Media Group has ranked third with $98 million.
The report has assessed 129 account moves and retentions in India, representing total media spends estimated at $1.06 billion. Of these, 25 have been global or multi-market pitches, contributing $227 million in new business value, while 104 accounts—worth $835 million—have been local.
India has recorded 79% of total pitches as local, significantly higher than the global average of 58%, indicating a strong domestic focus in media account movements.
