In an unexpected turn of events, Netflix has chosen Dentsu as its new partner for media planning and buying in the UK, leaving behind their initial choice, Mediahub. The decision came after discussions with Mediahub fell through due to unforeseen circumstances, leading Netflix to explore other options.

Taking the reins of managing Netflix’s media planning and buying account is Dentsu, led by iProspect. The selection process was no walk in the park, with AAR overseeing a competitive pitch where Dentsu emerged victorious against tough contenders like Goodstuff, VCCP Media, and the incumbent agency Wavemaker.

According to industry experts, the review process which was brought to light in November is a big move for the streaming giant, as it had traditionally relied solely on subscription revenue. With the introduction of advertising, Netflix needed a capable partner to handle the media planning and buying aspects of this new venture.

Media report stated that Mediahub had initially been the preferred choice, but an unexpected client conflict forced Netflix to terminate the proposed partnership. Though the specifics of the conflict remain undisclosed, it is clear that Dentsu emerged as the strongest candidate to take on this critical responsibility.

Ultimately, the partnership represents an exciting opportunity for Netflix to tap into Dentsu’s expertise and deliver compelling advertising campaigns that truly resonate with their growing user base.