Netflix is set to appoint Dentsu as its media agency of record across the EMEA region, following a competitive pitch involving WPP and Omnicom.
Dentsu has already been working with Netflix in the UK since 2023, with media responsibilities managed through iProspect. The broader EMEA pitch saw a collaborative effort within the Dentsu network, led by Carat alongside iProspect.
Under the expanded mandate, Dentsu will now oversee media planning and buying across 22 markets spanning Europe, the Middle East, and Africa. This comes as Netflix continues to scale its presence in the region through partnerships and content investments.
In recent developments, Netflix entered a streaming partnership with TF1 and introduced bundled subscription offerings with MBC Group. The company has also committed to investing over €1 billion in Spain by 2028 to expand its portfolio of Spanish-language content.
The platform’s recent and upcoming slate includes titles such as Peaky Blinders: The Immortal Man, the fourth season of Bridgerton, and One Piece: Into the Grand Line. Upcoming releases include a new season of Lupin, Heartstopper Volume 6, Heartstopper: Forever, and a fresh adaptation of Pride and Prejudice written by Dolly Alderton.
At the time of reporting, Netflix, Dentsu, and Omnicom have declined to comment on the appointment, while WPP has been approached for a statement.
Netflix continues to collaborate with multiple creative partners for its campaigns, including Los York and Wieden & Kennedy, which contributed to the brand’s January 2026 “Discover your future” campaign.
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