WPP has announced that WPP Media has been appointed as the Media Agency of Record for Reckitt across 21 European markets, effective January 1, 2026.
Under the new partnership, WPP Media will handle media planning and buying for Reckitt’s extensive portfolio of health and hygiene brands, including Durex, Nurofen, Strepsils, Gaviscon, Veet, Dettol (known as Sagrotan in Germany and Austria), Finish, and Vanish.
The collaboration will be powered by WPP Open, the company’s advanced marketing platform that enables seamless integration of diverse data sources – spanning retail media networks and walled-garden platforms – while ensuring full data privacy and security.
Cindy Rose, CEO of WPP, said, “Reckitt brands are essential to everyday life for millions. We’re proud to partner with a company that people trust to keep their homes and families safe. Together, we aim to redefine marketing for the AI era, bringing WPP’s full range of capabilities to Reckitt across Europe.”
WPP’s integrated model will combine local market expertise with centralised governance, ensuring consistency, scalability, and efficiency in campaign execution across all regions.
Ryan Dullea, Chief Category Growth Officer, Reckitt, added, “This marks a major step toward unifying our marketing strategy. By partnering with WPP, we aim to drive greater efficiency, consistency, and data-driven creativity that accelerates growth for our brands and brings our purpose to life.”
