Mumbai: WPP has announced that WPP Media has been appointed by Reckitt to handle media planning and buying across 21 European markets, marking a significant milestone in Reckitt’s media transformation journey.
Under this partnership, WPP Media will develop and execute strategy across Reckitt’s portfolio of trusted health and hygiene Powerbrands – household names used by millions globally for their quality and scientific excellence – including Durex, Nurofen, Strepsils, Gaviscon, Veet, Dettol (Sagrotan in Germany and Austria), Finish, and Vanish.
The collaboration will be powered by the WPP Open marketing platform, which enables seamless cross-channel collaboration and data-driven insight generation. The platform allows WPP to leverage a broad range of data sources – from traditional identifiers to retail media networks and ‘walled garden’ ecosystems – all while maintaining strict data privacy standards.
Cindy Rose, CEO of WPP, said, “Reckitt brands are an important part of daily life for hundreds of millions of people around the world. We’re proud to partner with a company which so many people rely on and trust to keep their homes, families, and loved ones safe and healthy. 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.”
WPP will deploy an integrated operating model for Reckitt, combining deep local market expertise with centralized governance through WPP Open — ensuring consistency, scale, and efficiency across all markets.
Ryan Dullea, Chief Category Growth Officer, Reckitt, commented, “This is a major milestone in simplifying the way we market and ensuring our strategy and media execution works as one. 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. We’re excited to embark on this next chapter together with WPP and look forward to building a strong, collaborative partnership that brings Reckitt’s purpose to life.”
The partnership officially takes effect January 1, 2026, as WPP assumes responsibility for Reckitt’s European media operations — reinforcing its leadership in global integrated marketing and data-led brand growth.
