---
source_url: "https://www.adgully.com/post/3920/indias-media-agency-landscape-wpp-media-dominates-2024-billings-digital-spend-soars-to-68-billion"
title: "India's media agency landscape: WPP Media dominates 2024 billings, Digital spend soars to $6.8 billion"
mirrored_at: 2026-08-21T03:02:04.558Z
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> **Original source:** https://www.adgully.com/post/3920/indias-media-agency-landscape-wpp-media-dominates-2024-billings-digital-spend-soars-to-68-billion

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COMvergence, the independent research and data consultancy, has released its annual Billings and Market Share Report for India for 2024, revealing a dynamic landscape with digital spending reaching unprecedented levels. The total market analyzed by COMvergence for the period of January to December 2024 stood at a staggering **$16 billion**, encompassing twenty agency networks and two independent agencies.

A significant highlight of the report is the booming digital sector, with media agencies across the board reporting **$6.8 billion in digital spends**, accounting for an average of **52% digital share** across agencies. This underscores the accelerating shift towards digital platforms in India's advertising ecosystem.

### Group Performance: WPP Media Leads the Pack

In the battle of the media agency groups, **WPP Media (formerly GroupM)** maintained its formidable lead, commanding **$6.6 billion in total billings** for 2024. Following in their wake were **IPG Mediabrands** with **$2.0 billion** and **Publicis Media** securing third place with **$1.7 billion** in billings.

### Individual Agency Rankings: Mindshare Tops the Chart

The individual agency rankings within India were largely dominated by WPP Media's strong portfolio. **Mindshare** led the pack with an impressive **$2.6 billion in total billings**. They were closely followed by **Wavemaker** at **$1.8 billion** and **EssenceMediacom** with **$1.7 billion**. Other prominent players included **Lodestar UM** at **$1.0 billion** and **Madison Media** at **$970 million** in total billings.

### Global Snapshot: The Big Three Maintain Dominance

The COMvergence report also provided a global perspective, reiterating the continued dominance of a few key players:

-   **Global Groups:** **WPP Media (formerly GroupM)** retained its top global position with a massive **$64.6 billion in billings**. **Publicis Media** followed, reaching **$54.7 billion** in 2024 billings, while **Omnicom Media Group** ranked third with **$45.6 billion**. Collectively, these top three groups represent a commanding **71% of total billings** among the Big 6 globally.
-   **Global Agencies:** On an individual agency level worldwide, **OMD** claimed the top spot with total billings of **$26.3 billion**. **EssenceMediacom** secured second place with **$24.6 billion**, and **Mindshare** held a solid third position globally with **$21.9 billion**.

The COMvergence report paints a clear picture of a media landscape increasingly defined by digital growth and the enduring strength of major agency networks both in India and across the globe.