WPP’s media arm has tentatively won a massive new contract from the UK government valued at a minimum of 1.5 billion GBP (about $2 billion) over four years for media planning and buying for government campaigns. 

Bidstats, a UK platform that aggregates and provides access to public sector contract opportunities, reported the award, which is subject to a legally required “stand still” period before a contract is formed.  

Until the contract is signed, neither the government nor WPP are likely to comment on it. But barring any last-minute hitches, a contract is expected to be signed and go into effect early next year.  

The Times of London reported that the incumbent on the business was Omnicom. 

The selection of Wavemaker is a shot in the arm for WPP Media, which over the first nine months of 2025 had a net billings decline of $2.6 billion, according to agency research firm COMvergence.  

Losses this year included The Coca-Cola Company’s North America media account valued at about $840 million and Mars’ $1.7 billion global media account. 

But the tentative UK government win is the latest in a string of recent media wins, including Mastercard’s global account ($180 million) and Reckitt’s European business ($720 million) and Henkel’s European account ($825 million). Most of the value of those wins will be reflected in the company’s financials for 2026 and beyond.