- British media agency WPP Media (part of WPP) appointed to
lead government media strategy and support vital public sector
campaigns.
- Innovative new approach will ensure that Government
communications connect and engage with audiences directly on the
platforms where they are most active.
- New agreement to focus on vital campaigns, including the
National Blood Donation drive and Armed Forces and teacher
recruitment.
In a major step forward for the modernisation of government
communications the UK Government has appointed media agency WPP
Media, part of WPP, to provide media strategy, planning, and
buying services across the public sector.
WPP Media will plan high-impact public sector campaigns to engage
and inform citizens across the increasingly diverse media
landscape. Additionally, WPP Media has also been awarded the
out-of-home buying duties on behalf of the Government.
Public information campaigns and the efficient running of
frontline services depend on good Government communications and
it is vital that the Government keeps pace with the media
landscape, especially on digital platforms. WPP Media will
support recruitment campaigns for essential frontline roles such
as nurses, teachers, social workers, and prison staff. It will
also support life-saving campaigns for NHS blood, plasma, and
organ donation, alongside initiatives such as the THINK! Road
Safety, Fire Kills and Violence Against Women and Girls
campaigns.
The media procurement agreement also promotes the UK globally
through the GREAT campaign - the UK's flagship international
communications programme - which in 2024/25 delivered £218
million in foreign direct investment and more than £300 million
in trade wins.
By uniting media planning and buying under a single agency, the
Government will streamline its work to more effectively reach
target audiences across the platforms it engages with, such as
TikTok, Instagram and Reddit, as well as television, radio and
print media. Government Communications will also benefit from
advances in AI-powered advertising technologies and audience
insight to personalise messaging to the public.
The changes will also:
- Reduce the number of suppliers from 33 to 23 across the whole
agreement:
- Reduce campaign planning times and management costs
- More effectively reach its citizens across the UK with
messaging relevant to the platforms they use.
- Unify cross-government messaging to ensure every pound of
public money is spent effectively.
- Support British jobs and investment through WPP's extensive
UK operations.
The Government is committed to using innovative technologies to
transform the way the state and public services are run. WPP's
appointment will help the Government deliver modern, data-driven
communications directly to citizens, broadening its reach beyond
traditional politically-interested audiences.
A new targeted online audience-led approach will move Government
Communications beyond traditional advertising and PR. Government
Communications' New Media Unit has proven the value of this
approach and this appointment gives the Government the ability to
replicate this approach at scale across all government campaigns.
Crucially, the agreement managed by the Crown Commercial Service
- will play an important role in ensuring that the UK public
receives clear, accurate, and authoritative information from the
Government.
Permanent Secretary for Government Communications, 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.
