The UK Government has appointed WPP Media, part of WPP, as its lead media agency to provide media strategy, planning and buying services across the public sector, marking a significant step in the modernisation of government communications.
The new agreement also awards WPP Media the Government’s out-of-home (OOH) buying duties, consolidating media planning and buying under a single agency for the first time.
Under the mandate, WPP Media will deliver high-impact public sector campaigns designed to engage citizens across an increasingly fragmented media landscape, with a strong focus on digital platforms alongside television, radio and print.
The agency will support recruitment drives for essential frontline roles, including nurses, teachers, social workers and prison staff, as well as life-saving campaigns for NHS blood, plasma and organ donation. Other initiatives include THINK! Road Safety, Fire Kills, and Violence Against Women and Girls campaigns.
The agreement will also support the UK’s global promotion through the GREAT campaign, the country’s flagship international communications programme, which delivered £218 million in foreign direct investment and more than £300 million in trade wins in 2024/25.
By unifying media planning and buying, the Government aims to streamline operations, reduce campaign planning times and management costs, and more effectively reach audiences on platforms such as TikTok, Instagram and Reddit.
As part of the changes, the number of suppliers across the agreement will be reduced from 33 to 23, with a focus on improving value for money, unifying cross-government messaging, and supporting British jobs and investment through WPP’s UK operations.
The appointment also enables wider use of AI-powered advertising technologies and audience insights to personalise messaging and extend reach beyond traditionally politically engaged audiences.
The agreement, managed by the Crown Commercial Service, is expected to play a key role in ensuring the public receives clear, accurate and authoritative information from the Government, while enabling a shift towards a more targeted, online, audience-led approach across campaigns.
Permanent Secretary for Government Communications, David Dinsmore, said, “Today’s media landscape is unrecognisable when compared to even a decade ago. The public has changed where and how they get their information, and Government needs to communicate its story with the best tools available. Our appointment of WPP Media means that we will transform how we deliver communications and secure the best value for money for the taxpayer.”
Cindy Rose, CEO of WPP, said, “It’s a profound honour to be entrusted with the UK Government’s media strategy, planning and buying and OOH buying duties. We couldn’t be more excited about this partnership, combining the very best of British creativity and media innovation to support vital public service communications. This decision is a powerful endorsement of our data capabilities and our AI-powered WPP Open platform to create a truly integrated and forward-thinking solution to connect the UK Government with the public it serves.”
Kate Rowlinson, CEO of WPP Media UK, said, “It is such a huge privilege to be the first agency group to bring government planning and buying together to oversee hundreds of vital national campaigns. Our deep expertise in planning public sector communications, combined with our exceptional talent and innovative WPP Open platform, puts us in a brilliant position to ensure every government message resonates and drives action.”
