TBNPortugal
WPP leads Portuguese ranking of new media businesses in the first semester
Publication: ECO
Author: Rafael Correia
Source published: 23/10/2026, 08:30:32 UTC
Briefing created: 23/10/2026, 08:49:15 UTC
Based on a feed excerpt; full article content has not been acquired. Source evidence retrieved 23/10/2026, 08:41:24 UTC.
Briefings
In the first half of 2026, WPP Media led the Portuguese new business ranking for media agencies, securing 44 million dollars in net new business. This achievement came after 34 account movements were recorded, with WPP winning the Meo contest and gaining nine new clients worth 49 million dollars. The data is sourced from COMvergence, which analyzed 1970 account movements across 49 countries during the period.
Key points
- WPP Media led the Portuguese new business ranking in the first half of 2026 with a net new business value of 44 million dollars, primarily driven by winning the Meo contest and acquiring nine new clients.
- The Portuguese market saw 34 account movements totaling 92 million dollars, a 13% increase from the previous year, with 85% of movements involving accounts from the five largest media groups.
Context
The findings are from COMvergence, an entity specializing in quantitative analysis of media agency performance. The data covers the first half of 2026, showing a shift towards consolidated media business operations managed directly by the Big 5 communication groups, with WPP Media attributing 69% of its new business to its autonomous group unit.
Limitations
The evidence is limited to the first half of 2026 and covers only 1970 account movements across 49 countries. Global and multimarket contests accounted for 36% of the total value, while local contests represented 64%. The data excludes the Meo contest winner's full value and does not include the total investment in media, which was 17 million dollars.
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