COMvergence has rolled out its 2024 report of the top media groups and agencies for India. 

In 2024, the total market studied by COMvergence was USD 16 billion across 20 agency networks and two independent agencies. 
Of the total spent, 52% was on digital. 

The media agency groups were led by WPP Media (formerly GroupM) with USD 6.6B billings. 

IPG Mediabrands was second with USD 2 billion worth of billings and Publicis in third with USD 1.7. 

The ranking for the individual agencies was led by Mindshare with USD 2.6B total billings, followed by Wavemaker with 1.8 billion total billings. EssenceMediacom was third with USD 1.7 billion worth of billings followed by Lodestar UM (USD 1 billion), and Madison Media (USD 970 million).

Globally, WPP Media topped the networks followed by Publicis and Omnicom Media. 

Among agencies, OMD claimed the top position with total billings of USD 26.3B, EssenceMediacom, ranked second with USD 24.6 billion and Mindshare was third with billings worth USD 21.9 billion.

The data is for the January to December period in 2024. 

Priyanka Mehra, regional director, South Asia and India, COMvergence, said, “In the last three years from we have seen a shift in digital in India in the billings from an average digital share of 42% in 2021 to an average digital share of 52% in 2024. There has been a marked increase in the digital spends in the FMCG, Auto category further boosted by Quick commerce spends on digital.”