WPP clinches $720 million Reckitt Europe media mandate, expanding global momentum

By Felicia Nwosu

WPP Media has secured a major media partnership with Reckitt, the global health and hygiene leader, to oversee media strategy, planning, and buying across 21 European markets.

The new deal, valued at an estimated $720 million in annual media spend, marks one of the largest consolidations of Reckitt’s media operations in recent years, according to COMvergence.

Set to take effect on January 1, 2026, the transition will unify multiple agency relationships under WPP’s management. The collaboration reinforces Reckitt’s push for streamlined media execution across its broad European footprint.

Consolidating Scale and Efficiency

Reckitt’s decision signals a bold move to harmonize its marketing operations across key territories. By adopting WPP’s integrated service model, which blends deep local expertise with the company’s proprietary AI-powered marketing platform, WPP Open, the brand aims to drive performance through smarter, data-led communication.

“This is a major milestone in simplifying how we market,” said Ryan Dullea, Chief Category Growth Officer at Reckitt. “We are ensuring that our strategy and execution work seamlessly as one.

The goal is greater consistency, efficiency, and scale across markets, thereby enabling unified, data-driven campaigns that power faster growth for our brands.”

A Winning Streak for WPP

This latest victory continues WPP’s upward trajectory in global media pitches. It follows its $180 million Mastercard global media win in August, adding to a growing list of high-value assignments.

The Reckitt account further reinforces WPP’s leadership at a time when the media agency landscape is seeing intense competition and restructuring.

Although the firm experienced some setbacks earlier in the year notably losing The Coca-Cola Company’s North American media business and Mars’ global media mandate WPP’s latest win demonstrates resilience and renewed dominance in managing large-scale, multinational accounts.

Reinforcing Brand Trust and Growth

Reckitt, known for powerhouse brands such as Dettol, Durex, Veet, Finish, Nurofen, Strepsils, Gaviscon, and Vanish, continues to evolve its marketing strategy around consumer trust, relevance, and technological integration.

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The partnership with WPP is expected to deliver greater agility and alignment in reaching consumers across diverse European markets, ensuring its brand messages remain unified and impactful.

Looking Ahead

As digital transformation continues to reshape global advertising, WPP’s collaboration with Reckitt reflects a shared commitment to leveraging data intelligence and innovation to optimize growth.

The partnership positions both companies at the forefront of a changing media landscape, one where creativity, automation, and scale converge to redefine how global brands engage audiences.