WPP Media has won Reckitt’s media planning and buying mandate across 21 European markets, covering major brands including Durex, Dettol, Nurofen, Veet, Finish, and Vanish. The partnership will leverage WPP Open, the group’s AI-powered data and collaboration platform, to unify strategy, enhance efficiency, and streamline execution across markets.
Cindy Rose, CEO of WPP, said the collaboration aims to “rewrite the marketing playbook for the AI era,” blending local insights with centralized governance. Ryan Dullea, Chief Category Growth Officer at Reckitt, called it a milestone in simplifying global marketing operations.
The partnership goes live on January 1, 2026, marking a major step toward data-driven, AI-led media transformation for Reckitt in Europe.