Reckitt has consolidated its $700 million European media account with WPP after a competitive pitch involving Publicis and Dentsu. The partnership strengthens their long-standing collaboration, with WPP CEO Cindy Rose OBE saying they’ll “rewrite the marketing playbook for the AI era,” uniting creativity, data, and technology for smarter, faster media.
Reckitt has awarded its $700 million European media account to WPP, consolidating its media operations under a single network in a landmark move designed to enhance integration, efficiency, and innovation across its European markets.
The decision follows a closely contested multi-agency pitch that saw Publicis Groupe and Dentsu in the final shortlist. WPP’s win not only reinforces its strong existing relationship with Reckitt but also marks a major milestone in the company’s global media strategy, strengthening its presence across key European territories.
The consolidation brings Reckitt’s extensive European portfolio — which includes household brands such as Dettol, Durex, Lysol, Finish, Nurofen, Strepsils, and Vanish — under one unified media ecosystem. By aligning with WPP, Reckitt aims to streamline its media planning, buying, and performance measurement, allowing for greater consistency and agility across diverse markets.
This move underscores Reckitt’s intent to leverage data, creativity, and technology to deliver more impactful media experiences while maintaining local market nuance. The partnership will be powered by WPP’s GroupM and its cutting-edge data and analytics capabilities, ensuring smarter investment decisions and performance-driven storytelling.
Commenting on the win, Cindy Rose OBE, CEO of WPP, said:
“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.”
Her statement reflects WPP’s commitment to leveraging artificial intelligence, predictive analytics, and creative automation to help Reckitt stay ahead in a fast-evolving consumer landscape. This partnership aims not only to optimize media efficiency but also to pioneer next-generation marketing strategies that harness the power of AI for precision and personalization.
Reckitt and WPP share a long history of collaboration. In 2021, WPP established Team Horizon, a bespoke unit dedicated to managing Reckitt’s global media duties. This latest consolidation strengthens that partnership, giving WPP expanded responsibility and reaffirming Reckitt’s confidence in its integrated model — one that unites creativity, commerce, data, and technology.
The move reflects WPP’s growing influence in Reckitt’s transformation journey, supporting the brand’s mission to drive “purpose-led performance” through strategic, insight-driven media.
Industry analysts view Reckitt’s decision as part of a broader trend among multinational advertisers seeking simplified global media structures. With fragmented consumer journeys and the growing complexity of digital ecosystems, consolidation allows companies like Reckitt to achieve greater speed, consistency, and accountability.
The partnership also aligns with Reckitt’s commitment to sustainability and responsible marketing. Through WPP’s focus on sustainable media investment and data ethics, Reckitt aims to deliver measurable impact while minimizing its environmental footprint — a growing priority in Europe’s consumer goods sector.
For WPP, the $700 million Reckitt win reinforces its position as a global media powerhouse, following a series of major account gains in 2024 and 2025. The victory showcases the network’s strength in combining data science, AI tools, and creative excellence to deliver holistic solutions at scale.
With AI now driving the next wave of marketing transformation, WPP’s ability to integrate machine learning insights into media strategy gives it a competitive edge — one that Reckitt is clearly eager to capitalize on.
The Reckitt–WPP partnership marks a new chapter in how global brands approach media in the digital era. Beyond scale and efficiency, the collaboration aims to set new benchmarks for AI-powered marketing, data transparency, and creative storytelling.
As Reckitt looks to strengthen its market position and future-proof its brands, WPP’s integrated ecosystem is set to play a pivotal role in shaping its European growth story — uniting technology, purpose, and creativity under one powerful vision.
