WPP Media MENA Dominates Egypt Rankings With $21.5M in New Billings

Egypt is officially a battleground. The world's biggest media agency groups are competing hard for Egyptian clients, and the latest industry scorecard shows who is winning.

According to COMvergence's 2025 Global New Business Barometer, WPP Media MENA claimed the top spot in Egypt for both total new business and net new client wins. The group secured US$21.5 million in total client billings, pulling ahead of rivals Dentsu, Publicis, and Omnicom.

Two Ways to Count a Win

COMvergence tracks two separate figures. Total new business includes both brand-new clients and renewals from existing ones. Net new business counts only fresh wins, excluding renewals entirely.

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WPP Media MENA led on both. Its US$21.5 million total included seven new client wins worth US$16.7 million plus four renewals worth US$9.4 million.

Dentsu MENA came second with US$16.4 million in total billings. But almost all of that came from a single large renewal: the Vodafone Egypt account, part of a three-year contract covering 11 EMEA markets starting January 2026. Strip out that renewal and Dentsu's new client pipeline looks considerably thinner.

Publicis Media Middle East and Omnicom Media MENA tied for third in total billings at US$12.9 million and US$12.5 million respectively. Their net new business figures told a different story: Omnicom won US$11.6 million in genuinely new clients versus Publicis at US$7.1 million.

A Growing Market With Real Stakes

The competition for Egyptian clients is intensifying because the market is growing fast. Egypt's digital advertising spend is projected to climb from US$1.63 billion in 2025 to US$2.84 billion by 2029. Traditional out-of-home advertising surged 53% in 2024 to EGP 6.3 billion.

A Regional Win Against Global Headwinds

The Egypt result matters more because of what is happening globally. Publicis Media captured roughly one-third of worldwide media billings with US$10 billion in new client wins in 2025, while WPP posted a sharp decline in its global billings share. Egypt and MENA represent one of the group's few strong regional performances.

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WPP Media rebranded from GroupM in May 2025, repositioning as an AI-powered media company. The Egypt top ranking arrived within the first year of that transformation.

Amer El Hajj, CEO of WPP Media MENA, put it plainly: "Our purpose is to make every marketing investment a trusted, measurable driver of growth, and that starts with delivering for clients every single day. This is what that looks like in practice."

Abdalla ElAbd, Managing Director of WPP Media Egypt, credited the teams on the ground: "Egypt is one of our most vibrant and strategically important markets, and the growth we have built here over the last few years has been nothing short of remarkable."

The distinction between total billings and net new wins is worth keeping in mind when reading any agency ranking. A big total built on one mega-client renewal tells a very different story from one built across seven new client relationships. WPP Media MENA's double number one in Egypt was the cleaner result of the four groups tracked this cycle.