Dentsu becomes Netflix’s sole media partner in 22 EMEA markets

Dentsu is now Netflix’s only holding-company media partner across Europe, the Middle East and Africa. The appointment, announced on 15 September and reported by French trade title CB News on 17 September, adds 21 markets to the UK, where dentsu already handled Netflix. That makes 22 markets in total.

The result of the review first leaked in April, when Campaign reported that dentsu had won. Its agencies Carat and iProspect beat rival groups Omnicom and WPP, according to Campaign and Campaign Middle East. Netflix did not comment then and has not issued its own statement since.

Dentsu builds a Netflix unit called dentsu ENTS

Dentsu is creating a dedicated team, dentsu ENTS, drawing on its media practice and its creative technology arm Dentsu Lab. Campaign Middle East reported the remit covers Netflix’s subscription plans and its ad-supported plan. That matters because Netflix now sells advertising in several European markets and has been raising prices in the UK and Germany while pushing its cheaper ad tier.

“This is a moment of real pride for dentsu,” said Amy Watt, president of iProspect UK, in comments carried by Communicate Online.

Omnicom’s PHD loses the French business it held since 2018

The shift ends several local set-ups. In the UK, iProspect has handled Netflix since 2023. In France, The Media Leader reported that Remind-PHD, part of Omnicom, had held the account since 2018. In Poland, trade site Wirtualnemedia.pl reported in April that the media account had been with WPP’s Wavemaker. Sources did not say when each market moves.

Big media accounts have been changing hands all year. WPP recently kept Coca-Cola’s international media, and Coca-Cola also put its North American media into review.

Netflix’s EMEA media spend put at $191 million

Research firm COMvergence estimated Netflix’s 2025 media spend in the region at $191 million, according to Campaign Middle East and Communicate Online. Reports differ on whether that figure covers all of EMEA or mainly the UK, so it is best read as an estimate. Either way, local teams in 21 markets now have to hand the business over, and the timing of each move is still unannounced.