WPP Media wins Reckitt’s European media mandate

WPP Media has been appointed by Reckitt to manage its media planning and buying across 21 European markets. The partnership will take effect on 1 January 2026 and covers Reckitt’s portfolio of leading health and hygiene brands, including Durex, Nurofen, Strepsils, Gaviscon, Veet, Dettol (marketed as Sagrotan in Germany and Austria), Finish and Vanish.

The agency will develop and activate media strategy to support Reckitt’s growth ambitions, leveraging the WPP Open marketing platform. This technology enables collaboration across a wide range of data sources, including retail media networks and digital ecosystems, while maintaining strict data privacy by ensuring no movement or sharing of data.

Partnership focuses on AI-enabled growth

Cindy Rose, Chief Executive Officer, WPP: “Reckitt brands are an important part of daily life for hundreds of millions of people around the world. We're proud to partner with a company which so many people rely on and trust to keep their homes, families, and loved ones safe and healthy. We’re excited to collaborate with Reckitt to rewrite the marketing playbook for the AI era and bring the full breadth of WPP’s capabilities for Reckitt across Europe.”

The new model will combine WPP Media’s local market expertise with centralised governance powered by WPP Open, ensuring consistency, scale and efficiency across all territories.

Streamlined media model for unified execution

Ryan Dullea, Chief Category Growth Officer, Reckitt: “This is a major milestone in simplifying the way we market and ensuring our strategy and media execution works as one. This decision reflects our ambition to drive greater consistency, efficiency and scale across markets, enabling us to deliver more unified, data driven campaigns that accelerate growth for our brands. We’re excited to embark on this next chapter together with WPP and look forward to building a strong, collaborative partnership that brings Reckitt’s purpose to life.”

The collaboration marks a significant step in Reckitt’s ongoing efforts to optimise its media ecosystem, aligning its data-driven strategy and media operations under a single European framework led by WPP Media.

www.wppmedia.com

www.reckitt.com

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