Publicis-owned Leo has taken the top spot in Campaign’s Q1 2026 global creative agency rankings, driven by a project in the US for a confidential global hospitality company that spends $100m on media. The project win accounts for 76% of Leo's $131.2m in aggregate media billings so far. In addition, ​​Leo was also appointed to two accounts for a confidential FMCG client in Thailand, which spends a total of $26.6m in media billings.​WPP’s VML ranked second with $59.3m in media billings. Its major win was the UK portion of the Jaguar Land Rover account, worth $30m. This was part of a wider review in which WPP was appointed to the global integrated account.VML also secured CPG company Conagra Brands as a client. The brand selected the agency to work on its US creative and digital account. It spends $7.4m on media in the US.​Leo’s fellow Publicis shop, Saatchi & Saatchi, ranked third, with $32m in media billings. Its biggest win was a retainer in China for a confidential automotive brand, spending $18m on media. It also won a brief for a confidential chocolate brand in the US, worth $13.3m.Key creative appointments in Q1 2026Campaign Red identified 20 key creative moves beyond the rankings, based on COMvergence data showing 2025 annual media spend. Leading the pack was Samsung Europe, which appointed Merkle to its $690m CRM business.Notably, the UK was a key player, with 16 of the 20 reviews including a UK scope, 11 of which were exclusively UK-focused.Samsung, which spends $203m on media in the UK, landed on Dentsu Gaming for its gaming strategy, campaign development, and partnership activation.Meanwhile, UK supermarket Morrisons appointed Fabric Social to its social media account. The brand spends $81m on media annually.In Asia-Pacific, Singapore Tourism appointed BLKJ Havas to its creative account in Singapore, while Maker Lab was retained as its social media agency. The company spends $11m on media in the market.Several global pitches were also concluded during the quarter. Lufthansa Group selected Mother Berlin for its global creative account, backed by $102m in media spend, while Just Eat named VCCP as its creative agency outside the UK and Ireland, where media billings total $62m.If you would like your creative win included in Campaign Red’s rankings, please reach out to campaignglobalnewbiz@haymarket.comFor the rankings, the media billings associated with the accounts are accurate at the time of submission to Campaign Red.These creative agency rankings are produced by Campaign Red using direct data from agencies, intermediaries, and other market intelligence. The table only features wins from direct submissions to Campaign Red and includes project and AOR accounts won through a competitive pitch.Retentions are listed separately in the table, as Campaign Red’s focus is on new money coming into the business.Agencies that are unable to provide billings for wins will not appear in the billings rankings table.This article originally appeared on Campaign UK.