Dentsu has been appointed as Netflix’s sole holding-company media agency partner across the EMEA region, following a competitive pitch process. The appointment builds on dentsu’s long-standing partnership with Netflix in the UK, extending the relationship into 21 additional markets across Europe, the Middle East, and Africa.
To deliver on the expanded mandate, dentsu is bringing together senior talent from across its Media Practice and Dentsu Lab under a unified structure called dentsu ENTS. The team will operate on three core principles: prioritising talent, grounding its work in culture, and treating local media as a creative playground rather than a purely transactional channel.
Amy Watt, speaking on the partnership, called it a moment of real pride for dentsu, noting that the network’s teams have demonstrated what’s possible when regional scale is combined with genuine local strategic thinking, approached with both humility and ambition. She added that dentsu looks forward to building on the strong foundations of its UK partnership with Netflix and delivering strong work across EMEA.
The expanded mandate reflects a broader industry trend of streaming platforms consolidating their media buying and strategy under single holding-company partners as they scale across multiple markets, seeking consistency in execution alongside the flexibility to adapt to local cultural nuances.
Dentsu’s teams across the region expressed enthusiasm about deepening the partnership, with the agency positioning itself to bring Netflix’s storytelling to life for audiences across EMEA through the newly formed dentsu ENTS structure.
