Ediclube is the largest advertiser in the cumulative total for the first eight months, followed by Modelo Continente and Unilever-Fima. Dentsu and VML lead among agencies.
After two months leading the ranking of the country’s largest advertisers, Unilever-Fima fell to second place and handed first place to NOS. At rate-card prices, that is, without the discounts negotiated with the media, the company invested €66.7 million in advertising in August.
In second place is Unilever-Fima, with €63.4 million, while Ediclube closes the podium with €55.8 million.
Modelo Continente, Lidl, Super Bock Group, Vodafone, McDonald’s Portugal, Med&CR – Health Card Management Services and MEO are the remaining brands featured in the ranking of the 10 largest advertisers, compiled monthly by MediaMonitor.
Among media agencies, also at rate-card prices, Initiative once again secures first place, with €200 million. Arena remains in second place, with €193.9 million, while Dentsu Media closes the podium in August, with €175.6 million.
OMD, Wavemaker, Havas Media, Mindshare, Zenith, EssenceMediacom and Nova Expressão complete the ranking of the 10 agencies that handled the highest investment in the last month.
Among creative agencies, there are no changes in the first two positions, which continue to be occupied by VML and Fuel. Closing the podium in August is O Escritório, which moves from seventh to third place.
McCann Erickson, Uzina, Pepper, Publicis, BBDO, TBWA and Havas Worldwide complete the ranking of the 10 largest agencies of the month.
Ediclube (which operates brands such as Galeria.pt and Reader’s Digest) remains the largest advertiser in the cumulative total for the first eight months of 2026, followed by Modelo Continente and Unilever-Fima. Dentsu Media, Arena and Initiative lead among media agencies, while VML, Fuel and Publicis occupy the top three positions among creative agencies.
