Dentsu has won an expanded media mandate from Netflix, positioning the agency network as the streaming giant’s sole holding-company media partner across Europe, the Middle East and Africa (EMEA).

The latest appointment significantly broadens a relationship that began in the UK and now extends into 21 additional markets, giving Dentsu responsibility for media planning and buying across 22 EMEA markets.

The expanded remit follows a competitive agency review that pitted Dentsu against major global advertising groups, including WPP and Omnicom.

Dentsu initially secured its Netflix relationship in the UK in 2023 through iProspect. Since then, the partnership has grown into a much wider regional operation, culminating in the latest EMEA-wide appointment.

Meanwhile, industry measurement firm COMvergence previously valued Netflix’s media account at approximately $191 million for 2025, underscoring the scale and commercial significance of the business.

To support the enlarged mandate, Dentsu is creating a dedicated operation that combines senior specialists from its Media Practice with talent drawn from Dentsu Lab.

The newly assembled unit, dubbed dentsu ENTS, will serve as the central engine for the expanded Netflix partnership.

Rather than relying on a conventional regional agency structure, Dentsu says the new model will revolve around three strategic priorities: putting talent at the centre, using culture to shape strategic decisions, and transforming local media environments into opportunities for creative experimentation.

Consequently, the agency intends to blend the advantages of EMEA-wide scale with market-level expertise.

At the same time, the structure aims to give local teams greater scope to respond to cultural nuances and changing media