Netflix has selected Dentsu as its media agency of record across the EMEA region, concluding a competitive review that pitted the network against Omnicom and WPP.
Media reports said that Dentsu’s expanded remit will cover 22 markets across mainland Europe, the Middle East and Africa. The win builds on an existing relationship — Dentsu has been working with Netflix in the UK since 2023, with the account led out of iProspect. The EMEA pitch was a cross-agency collaboration from Dentsu, led by Carat and iProspect.
The account is estimated at $191 million in 2025, according to agency research firm COMvergence.
The appointment comes at a significant moment for Netflix in the region. The streaming giant has been aggressively localising its content strategy across EMEA, commissioning original productions in markets ranging from Spain and Germany to Saudi Arabia and Nigeria.
Local-language content has become one of Netflix’s most effective growth levers globally, with non-English titles now accounting for a substantial share of total viewing hours on the platform.
The win comes as Netflix has been actively expanding its commercial footprint across the region. Last year, it struck a content streaming deal with France’s leading broadcaster TF1, forged a subscription bundle partnership with Middle East broadcaster MBC Group, and pledged to invest more than €1bn in Spain by 2028 to grow its slate of Spanish films and shows.
The EMEA push also coincides with Netflix’s continued expansion of its advertising-supported tier, launched in 2022, which has grown rapidly and now represents a meaningful and increasingly strategic revenue stream for the company. A consolidated media agency relationship across 22 markets is expected to bring greater coherence to how Netflix plans and buys media in support of both its subscription and ad-supported offerings.
Netflix works with a roster of creative agencies on its 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.
Diet Coke awards EMEA account to Ogilvy
In a separate account move, Diet Coke has appointed Ogilvy, operating through WPP’s dedicated Coca-Cola shop Open X, to handle its creative account across the UK and EMEA following a competitive review.
Media reports said the pitch saw Ogilvy beat out Mother, Havas’ Uncommon Creative Studio and two other undisclosed agencies. The agency has been briefed to lead work with a strong emphasis on social and influencer marketing.
The win continues a consolidation of Diet Coke’s creative relationships within the WPP ecosystem. Open X, the bespoke shop WPP created when it first won the Coca-Cola global marketing partnership in 2021, now anchors the brand’s EMEA creative output.
