According to new data from MyTelescope’s Global Media Agency Report (Jan–Jun 2025), the first half of the year has proven challenging for much of the media agency world — with search interest in most major networks on the decline. But amidst the downturn, two players stand out: IPG Mediabrands and iProspect.
IPG Mediabrands saw a notable 28% surge in its search trend index, largely driven by mounting interest in its upcoming merger with Omnicom, as well as increased search volume tied to its Pune office. This momentum extended to Southeast Asia, with Malaysia also contributing to the uplift.
Meanwhile, iProspect recorded a modest overall gain of 3%, but that figure masks a stunning 1,200% spike in searches for “iProspect India Private Limited,” signalling strong demand and visibility in key markets like Mumbai.
While the broader market shows signs of fatigue, Havas Media continues to command the highest total search volume (92,100), despite a 4% drop in trend index. Similarly, OMD had the top individual search term (“OMD Media” at 47,700), yet saw a 30% decline in interest, underscoring the challenges even well-known names are facing.
Other global networks such as Zenith (-26%), Mindshare (-22%), and Initiative Media (-21%) are experiencing significant downturns in search visibility — a possible signal of shifting client priorities and market recalibration.
Regional offices, however, are becoming powerful search magnets. “Havas Media Mumbai Office” rose 90.9%, while “Publicis Media London Office” jumped 133.3%, reflecting the growing relevance of localised operations in driving brand visibility.
“The data is clear: agencies that double down on digital and invest in emerging markets are the ones with real momentum,” said Kristofer Dalin, Senior Analyst at MyTelescope. “The global agencies need to adapt to regional dynamics and digital transformation, or risk irrelevance.”
The bifurcation is clear: scale and legacy may still matter, but agility and local relevance are what’s powering the new wave of interest in 2025.
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