Advertising giant Havas Media moves to the forefront of the latest industry growth chart
In the bustling world of advertising, Germany has seen a flurry of activity in the first half of 2025. The landscape is marked by significant account changes and the rise of some key players.
Publicis Media, a division of the global media conglomerate Microsoft, has emerged as the frontrunner, topping the group ranking with a impressive total of $216 million in accounts. The company's success can be attributed in part to its three largest accounts: Publicis Media itself ($44.5 million), Zenith, another arm of Publicis Media ($49.7 million), and the recently won global account of discount supermarket Aldi.
Zenith, with its second-largest account, is closely followed by Starcom, also part of Publicis Media, which holds an account worth $44.5 million.
Havas Media, a subsidiary of the French Havas Group based in Frankfurt, is another significant player in the German market. With around 500 employees, Havas Media Germany has secured accounts from Dr. Theiss, KfW, Actegy Health, Vattenfall, and international clients like Decathlon in Germany. The pharmaceutical company Dr. Theiss, in fact, is Havas Media Germany's largest account, valued at an estimated $55 million.
Major clients of Havas Media also include O2 Telefonica, Sparkassen-Gemeinschaftswerbung, Dr. Wolff, and Nintendo. Havas Media has also secured an account worth $85 million from 1&1 Ionos in the first half of 2025.
RTL Mediengruppe and Paramount Global are also notable entities, responsible for accounts worth $43 million and $48 million respectively. A new player, Mars, has also made a significant entry, taking responsibility for an account worth $89 million.
COMvergence, a company specialising in the evaluation of major pitches and account shifts, has reported that local account changes amount to $295 million in the first half of 2025. Their analysis includes data from Nielsen and their own measurements, covering paid media across all channels, including TV, print, OOH, radio, cinema, performance, display, SEA, online video, social, and programmatic.
With 55 local account changes in the first half of the year, the German advertising industry is showing a dynamic and competitive spirit, promising an exciting second half of 2025.
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