The Media Agency Industry Overview from COMvergence projects single and double-digit billings growth in 2023 for Canada’s major media agency networks, based on the first three quarters of this year.

Omnicom Media Group (OMG), parent of OMD, PHD, Touche and Hearts & Science, is in top spot with projected growth of 3.7% over last year. 

Rounding out the top six are GroupM (Mindshare, Wavemaker, EssenceMediacom) with projected 5.6% growth; IPG Mediabrands (UM, Initiative, Media Experts, Kinesso) with 1.3% growth); Dentsu Media (Carat, iProspect, Dentsu X) with 9.4% projected growth; Publicis Media (Starcom, Zenith) with 10.3% growth and Havas Media Network with the largest billings increase at 13.2%.

Omnicom has captured 18.6% of the market, with GroupM at 16.8%, Mediabrands at 16.1%, Dentsu at 10.2%, Publicis Media at 8.2% and Havas Media Group at 1.4%.

Looking at the projected billings of the top 20 individual agencies in the owner groups, OMD takes the top spot followed by Carat, EssenceMediacom, UM, Initiative, Cossette Media (Plus Company), Wavemaker, Starcom, Mindshare, PHD, Touche, Media Experts, Zenith, iProspect, Innocean, Hearts & Science, Havas Media, Dentsu X, Jungle Media, and Horizon Media.

When it comes to the billings through new business wins and retentions for the first three quarters of 2023, the top five agency groups in Canada are Omnicom Media Group ($109.1 million), Publicis Media (101.6 million), Dentsu Media ($63.8 million), Havas Media Network ($31.6 million), and Mediabrands ($29.8 million).

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