WPP Media Secures Reckitt’s Pan-European Media Mandate

WPP has announced that WPP Media has been appointed by Reckitt to handle its media planning and buying across 21 European markets.Under this partnership, WPP Media will craft strategies and activate campaigns across Reckitt’s diverse portfolio of trusted health and hygiene power brands including Durex, Nurofen, Strepsils, Gaviscon, Veet, Dettol (known as Sagrotan in Germany and Austria), Finish, and Vanish.

Cindy Rose, CEO of WPP, expressed enthusiasm about the collaboration, stating,“Reckitt brands are an important part of daily life for hundreds of millions around the world. We’re proud to partner with a company so deeply trusted to keep homes and families safe and healthy. Together, we’ll rewrite the marketing playbook for the AI era and leverage WPP’s full capabilities to support Reckitt across Europe.”

The new partnership will be serviced through an integrated model, combining local market expertise with centralised governance enabled by WPP Open. This structure aims to ensure consistency, scale, and efficiency across all participating markets.

Reckitt’s Chief Category Growth Officer, Ryan Dullea, highlighted the strategic value of the move “This marks a major milestone in simplifying how we market and ensuring that our strategy and media execution work in harmony. It reflects our ambition to drive greater consistency, efficiency, and scale delivering unified, data-driven campaigns that accelerate brand growth. We’re excited to begin this next chapter with WPP and bring Reckitt’s purpose to life through a strong, collaborative partnership.”

The partnership will officially take effect from January 1, 2026.