July APAC media agency rankings

PHD topped the APAC new-business league for media agencies, according to a monthly snapshot analysis by Campaign Advertising Intelligence.

The Omnicom agency secured $901.6 million in our overall billings sum (wins plus retentions minus losses). The data are according to COMvergence’s figures as of 1 July 2024.

A significant portion of these billings came from the shop’s retention of Volkswagen Group’s global media account—the APAC portion is worth $227.6 million in billings ($668.1 million including SAIC Volkswagen and Anhui). PHD originally won the consolidated account in 2016 from WPP’s MediaCom. 

Also contributing to PHD’s success this month, was its retention of Singapore Airlines, with billings totalling $21.3 million. PHD was originally hired by the Singapore flag carrier in 2019. 

Publicis Media* moved into second place in the rankings after winning the $400 million Chinese Yum! Brands account in June. This account covers brands including KFC and Pizza Hut. The move ended Yum! Brands’ 26-year relationship with Mindshare, a GroupM shop.

Meanwhile, GroupM’s Wavemaker came third in the rankings with $230.7 million in net billings.

Other big account moves came from EssenceMediacom, currently eighth in the rankings, which retained the $48.8 million Queensland Government account following a competitive pitch. This sees EssenceMediacom extend its long-term relationship with the Queensland Government beyond 20 years. 

Editor’s note: A previous version of this story published on 15 July incorrectly counted retentions as losses. Campaign apologises for the error. The article is now corrected and aligns with COMvergence's 2024 account wins reported as of 1 July 2024. Future APAC rankings will include accounts reported after this date. Figures may be revised as new information becomes available.

We now calculate each agency's overall media billings by considering both wins and losses, using the formula: (Wins + retentions) - losses.

*Rankings focus on agencies, but wins may be reported at a divisional or bespoke team level. Divisions and bespoke teams are currently kept as separate entities in the rankings to provide a complete picture of new-business activity, in line with COMvergence reporting.