Netflix is set to appoint Dentsu as its media agency of record across the EMEA region following a competitive review against rivals WPP and Omnicom.
Dentsu has been working with Netflix in the UK since 2023, with the account, worth $191m in 2025 according to COMvergence, being led out of iProspect.
The EMEA pitch was a cross agency collaboration from Dentsu led by Carat and iProspect.
Now, the agency network’s expanded remit will cover 22 markets across mainland Europe, the Middle East and Africa — areas in which Netflix has been growing its presence in a string of strategic partnerships and investments.
Last year, it made a content streaming deal with France’s leading broadcaster TF1 and forged a partnership to bundle its streaming subscription with Middle East broadcaster MBC Group. It also pledged to invest more than €1bn in Spain by 2028 to grow its range of Spanish films and shows.
Netflix’s content slate has so far included Peaky Blinders film spin off Peaky Blinders: The Immortal Man, the fourth season of Bridgerton and second season of the live action One Piece: into the Grand Line. Later this year, it will release a new series of Lupin, Heartstopper Volume 6 and film Heartstopper: Forever, and a new adaptation of Pride and Prejudice written by Dolly Alderton.
Netflix, Dentsu and Omnicom declined to comment on the EMEA media agency appointment when approached by Campaign UK.
WPP has been approached for comment.
Netflix works with a roster of creative agencies on its ad campaigns. Los York created the design for the brand’s January 2026 “Discover your future” campaign in collaboration with Netflix’s in-house team and creative shop Wieden & Kennedy.
