According to the MyTelescope Global Media Agency Report, the global media agency sector has announced that is facing a reality check. New search trend data from January to June 2025 shows most big-name agencies losing ground in interest — except for two standouts: IPG Mediabrands and iProspect.
Winners in a Tough Market
IPG Mediabrands surged ahead with a 28% jump in search trend index, powered by booming interest in the upcoming merger with Omnicom and its Pune office and a spike in related searches across India and Malaysia, says the company.
iProspect managed a 3% uptick, thanks to a staggering 1200% increase in searches for “iProspect India Private Limited” and strong demand in Mumbai, says MyTelescope, adds the company.
The Old Guard Holds On — But for How Long?
Havas Media still commands the highest search volume (92 100), even as its trend index slipped 4%. Growth in Ukraine and India shows life in the French agency, says the company.
OMD posted the single highest search term volume ("OMD Media" at 47 700), but a 30% drop in trend index signals waning momentum.
The Rest? Feeling the Pinch
Agencies like Zenith (-26%), Mindshare (-22%) and Initiative Media (-21%) are seeing double-digit drops in general interest, suggesting market saturation or shifting client priorities, says the company.
Regional Demand: The New Battleground
Localised searches are on the rise: "Havas Media Mumbai Office" (+90.9%) and "Publicis Media London Office" (+133.3%) highlight the growing importance of regional operations, adds the company.
Market Analysis
The first half of 2025 paints a picture of a bifurcated market. While most agencies are treading water or sinking, IPG Mediabrands and iProspect are riding a wave of regional and digital demand — especially in India and Southeast Asia. The data is clear: agencies that double down on digital and invest in emerging markets are the ones with real momentum, says the company.
Meanwhile, established giants like Havas Media and OMD remain relevant thanks to sheer scale, but their declining trend indices are a warning sign. "The global agencies need to adapt to regional dynamics and digital transformation, or risk irrelevance," concludes Kristofer Dalin, Senior Analyst at MyTelescope.
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