PHD retained the Volkswagen Group account, while Nova Expressão secured the retention of Opticalia and won the Ministry of Internal Administration account. Carat, meanwhile, stood out with account wins for Pernod Ricard and Uriach Theralab.
At the other end of the spectrum, some agencies belonging to the Big 6 groups recorded negative balances, namely Arena Media (which lost the Pernod Ricard account), Initiative (which lost Amazon) and Mindshare (which lost Volvo).
At agency group level, Omnicom Media Group (OMG) led in terms of total new business value, including retentions, mainly thanks to retaining the Volkswagen Group account, valued at $15 million, and new wins worth $4 million. It was followed by GroupM, with seven new accounts including Amazon, and Dentsu, which ended the year with four new accounts.
Local Planet, the world’s largest global network of independent media agencies, of which Nova Expressão is a founding member and shareholder, also rose to number one worldwide in this COMvergence ranking for the first time in its history.
In total, COMvergence, an independent research and data consultancy that analyses media investment, assessed 51 account moves in Portugal during 2024, including new business and retentions, corresponding to a total volume of $72 million — a 59% decrease compared with the $175 million analysed the previous year.
