WPP Media will lead the government’s media strategy and plan public sector campaigns across the media landscape. The contract also includes out-of-home buying duties on behalf of the government.

The account was previously held by Omnicom’s MG OMD.

In bringing together media planning and buying under one agency, the government wants to streamline its work to reach target audiences ‘more effectively’ across platforms including TikTok, Instagram and Reddit, as well as television, radio and print.

The government is aiming to take a more targeted, ‘online audience-led approach’ to its communications, moving beyond traditional advertising and public relations. In a statement, the government said the appointment would give it the ability to replicate this approach across all campaigns.

The agreement will reduce the number of suppliers from 33 to 23 and will reduce campaign planning times and management costs and streamline cross-government messaging, according to the statement from the Cabinet Office.

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, chief executive, WPP, said: “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.”

Rose said the decision was an “endorsement” of WPP’s data capabilities and its AI-led platform to create an integrated approach to “connect the UK government with the public it serves”.