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 public sector campaigns to engage and inform citizens across the increasingly diverse media landscape. Additionally, WPP Media has been awarded the out-of-home buying duties on behalf of the Government.
Public information campaigns and the running of frontline services depend on effective 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 frontline roles such as nurses, teachers, social workers, and prison staff. It will also support campaigns for NHS blood, plasma, and organ donation, alongside initiatives such as 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 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 platforms such as TikTok, Instagram, Reddit, television, radio, and print media. Government Communications will also use AI-powered advertising technologies and audience insight to personalise messaging to the public.
The changes will reduce the number of suppliers across the agreement, cut campaign planning times and management costs, more effectively reach citizens with messaging relevant to the platforms they use, unify cross-government messaging to ensure public money is spent effectively, and support British jobs and investment through WPP’s UK operations.
The Government is committed to using technology to transform how public services are run. WPP’s appointment will help deliver data-driven communications to citizens, broadening 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 apply it at scale across all campaigns.
The agreement, managed by the Crown Commercial Service, will help ensure that the UK public receives clear, accurate, and authoritative information from the Government.
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 the 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 national campaigns. Our expertise in planning public sector communications, combined with our talent and innovative WPP Open platform, puts us in a strong position to ensure every government message resonates and drives action.”
