WPP Media has been appointed by health and hygiene products company Reckitt to manage its media planning and buying across 21 European markets.   
Estimated media expenditures in those markets this year amount to a combined $720 million, according to agency research firm COMvergence.  

Multiple agencies currently handle the business, which will make the shifts effective January 1, 2026.  

The win is the second recent major win for WPP — in August it won Mastercard’s $180 million global media account.  

Those wins partially offset several big losses for WPP Media this year, including The Coca-Cola Co’s North American media assignment and the Mars global account.  

WPP said it would service Reckitt’s media business with an integrated model that combines local market expertise with the company’s AI-driven marketing operating system WPP Open.  

“This is a major milestone in simplifying the way we market and ensuring our strategy and media execution works as one,” stated Ryan Dullea, Reckitt's chief category growth officer. “This decision reflects our ambition to drive greater consistency, efficiency and scale across markets, enabling us to deliver more unified, data driven campaigns that accelerate growth for our brands.”  

Reckitt brands include Durex, Nurofen, Strepsils, Gaviscon, Veet, Dettol, Finish and Vanish.