Dentsu has secured an expanded media mandate from Netflix that will make the agency network the streaming company’s sole holding company media partner across Europe, the Middle East and Africa.
The new agreement extends Dentsu’s existing relationship with Netflix from the UK into 21 additional markets, giving the agency responsibility for media planning and buying across 22 EMEA markets.
Brandspur Brand News reports that the expanded appointment followed a competitive review involving major global advertising groups, including WPP and Omnicom, as Netflix selected its preferred partner for the wider regional remit.
Dentsu first began working with Netflix in the UK in 2023 after its iProspect agency won the account. The partnership has since expanded, eventually leading to the latest region wide appointment.
The scale of the business is reflected in an earlier assessment by industry measurement firm COMvergence, which valued Netflix’s media account at about $191 million in 2025.
To manage the enlarged account, Dentsu is establishing a dedicated operation known as dentsu ENTS. The unit brings together senior specialists from Dentsu’s Media Practice and talent from Dentsu Lab.
The agency said the new structure will be built around three priorities: placing talent at the centre of its operation, using culture to inform strategic decisions, and turning local media environments into opportunities for creative experimentation.
The model is designed to combine the reach and resources of a regional network with knowledge of individual markets, allowing teams to respond to local cultural differences and changes in the media landscape.
For Netflix, the expanded arrangement consolidates its EMEA media planning and buying under one holding company partner, while giving Dentsu a significantly broader role in shaping how the streaming platform engages audiences across the region.
The appointment marks a major expansion of a partnership that began with a single market in 2023 and has now grown into a 22 market EMEA operation.
