UK Government Appoints WPP Media to Lead Public Sector Media Strategy and Buying

In a significant move to modernise government communications, the UK Government has appointed WPP Media, part of WPP, to deliver media strategy, planning, and buying services across the public sector. The mandate also includes out-of-home (OOH) media buying, bringing large-scale government communications under a unified media framework.

Under the agreement, WPP Media will lead high-impact public sector campaigns designed to inform, engage, and connect with citizens across an increasingly fragmented media landscape. With public attention shifting rapidly towards digital-first platforms, the appointment ensures that government communications remain relevant, effective, and audience-led.

WPP Media will support critical recruitment campaigns for frontline roles including nurses, teachers, social workers, and prison staff, alongside life-saving public information initiatives such as NHS blood, plasma, and organ donation drives. It will also continue backing major national awareness campaigns including THINK! Road Safety, Fire Kills, and Violence Against Women and Girls.

The agreement also strengthens the UK’s global positioning through the GREAT campaign, the government’s flagship international communications programme, which in 2024–25 generated £218 million in foreign direct investment and over £300 million in trade wins.

By consolidating media planning and buying under a single agency, the government aims to streamline delivery, reduce costs, and improve audience targeting across platforms such as TikTok, Instagram, Reddit, as well as television, radio, and print. The approach will be further enhanced through AI-powered advertising technologies, advanced audience insights, and personalised messaging.

Key benefits of the new media procurement agreement include:

• Reduction in suppliers from 33 to 23

• Faster campaign planning and lower management costs

• Improved citizen reach through platform-relevant messaging

• Unified cross-government communication for better value of public spending

• Support for British jobs through WPP’s extensive UK operations

The appointment reflects the government’s broader commitment to innovation and data-driven public service delivery. By scaling the proven audience-led approach of the Government Communications New Media Unit, the partnership enables more targeted, effective engagement beyond traditionally politically active audiences.

The agreement, managed by the Crown Commercial Service, will play a crucial role in ensuring the public receives clear, accurate, and authoritative information from the government.

Commenting on the development, David Dinsmore, Permanent Secretary for Government Communications, said:
“Today’s media landscape is unrecognisable compared to even a decade ago. The public has changed where and how it gets information, and government must communicate using the best tools available. Appointing WPP Media allows us to transform how we deliver communications while securing the best value for taxpayers.”

Cindy Rose, CEO of WPP, added:
“It’s a profound honour to be entrusted with the UK Government’s media strategy, planning, buying, and OOH duties. This partnership is a strong endorsement of our data capabilities and AI-powered WPP Open platform, helping connect government communications with citizens in a truly modern way.”

Kate Rowlinson, CEO of WPP Media UK, said:
“Being the first agency group to unify government planning and buying across hundreds of national campaigns is a huge privilege. Our expertise, talent, and WPP Open platform put us in a powerful position to ensure every government message resonates and drives action.”