Overview
Core Group further consolidated its lead in the Irish media agency market in 2025, while WPP and Omnicom held onto the next two spots, according to COMvergence data published via AdWorld. The figures point to steady overall growth, accelerating digital spend, and a market that is quietly concentrating power in a handful of global networks and their local affiliates.
Top-line numbers
COMvergence estimates that Ireland’s major media agency networks and leading independents managed total billings of US$943 million (€804 million) in 2025, up 3.6% on 2024. Core retained the number one group position with US$354 million (€302 million) in billings, equivalent to a 29% market share and year-on-year growth of 13.2%. WPP Media sat second on US$269 million (€229 million), while Omnicom Media Group reported US$150 million (€128 million). COMvergence’s analysis also notes that Omnicom’s acquisition of IPG would lift the combined Omnicom operation to US$182 million (€155 million), moving it into third place on a pro forma basis. See the full AdWorld report for details. (Source: AdWorld).
Agency-level leaders
At agency level Mindshare remained Ireland’s top-ranked agency with US$139 million (€119 million) in billings. Close behind were Zenith Ireland on US$121 million (€103 million) and Starcom, part of Core, on US$119 million (€101 million). Starcom recorded the strongest growth among the top three, posting a 20.9% increase versus 2024. Core’s stable also places Spark Foundry and OMD within the top five. The COMvergence report and the figures published by AdWorld give full rankings and breakdowns.
Digital continues to dominate
Digital media accounted for US$392 million (€334 million) in billings, about 42% of the market and up roughly 12% year on year. COMvergence’s numbers exclude advertisers’ in-house digital spend and specialist digital/performance agencies, which means total digital investment across the economy is materially higher than the agency-managed figure reported here. COMvergence’s New Business Barometer also recorded US$158 million (€135 million) of reviewed media spend during 2025, around 16% of the billings controlled by the major groups and independents.
What the numbers mean for advertisers and the market
The Irish market is growing, but it is also becoming more concentrated. Core’s double-digit growth and near-30% share give it meaningful leverage when negotiating media deals and pitching for new business. That concentration raises questions for advertisers who prize choice and independent oversight, particularly for those sensitive to conflicts when a small number of players control large portions of national buying.
The rise of in-house teams and specialist performance agencies is not captured in these billings, so marketers should look beyond headline agency figures when benchmarking media costs and performance. For transparency and value, advertisers will increasingly need to demand audited billings, clearer fee models, and outcome-based measures rather than relying solely on agency-reported totals.
Consolidation and competition
The COMvergence data underline how global consolidation changes the competitive landscape. As the major holding companies rearrange assets, combinations such as Omnicom plus IPG can shift rankings without organic growth. That reshuffling matters because scale brings buying power, but it can also flatten competition for talent and fees. Industry observers should watch whether consolidation leads to improved efficiency and creativity for advertisers or to higher costs and fewer distinct strategic options.
Method and caveats
COMvergence publishes its international billings in US dollars; the AdWorld summary uses euro equivalents based on the European Central Bank rate on December 31, 2025 (US$1 = €0.8524). The COMvergence methodology excludes in-house advertiser media budgets and specialist digital/performance agencies, so the agency-managed totals understate total market media investment. For the original COMvergence figures and the AdWorld write-up, see COMvergence and the AdWorld article. (Source: AdWorld).
Takeaway
Ireland’s media agency market grew modestly in 2025, with digital now firmly the largest channel managed by agencies. Core’s strengthened position and the ongoing consolidation among global holding groups are the defining trends. For advertisers this is a moment to reassess procurement practices, sharpen transparency demands, and ensure that scale and convenience do not trump outcomes and competition.
Further reading and sources
AdWorld coverage of COMvergence’s Ireland Billings & Market Share report and the underlying COMvergence research provide the full tables and methodology. For context on the global holding companies and agency brands mentioned see WPP, Omnicom, and Mindshare. For exchange rate reference see the European Central Bank. (Sources: AdWorld, COMvergence, WPP, Omnicom, Mindshare, ECB).
