Dentsu has been appointed as the new media services partner for the Dutch Government (Rijksoverheid) following the Dienst Publiek en Communicatie (DPC) tender, effective from 1 January 2027. The partnership will run for four years. The Rijksoverheid account is known as one of the largest media accounts in the Netherlands.

Dentsu Media and the Dutch Government are joining forces to help reach citizens and professionals in a more targeted and impactful way. The partnership will focus on a data-driven media approach that enables government communications to better reflect and connect with society, according to Reynder Bruyns, Lead Strategist at dentsu Benelux.

Michael Willems, Managing Director, dentsu media Benelux: “We’re incredibly proud that the Dutch Government has chosen dentsu as its media partner. Working with an organisation that plays such an important role in society is a privilege. By combining the expertise of our people with the power of our technology, we want to help the Dutch Government make its communications smarter, faster and more effective, ensuring messages truly reach the people they are intended for.”

An additional advantage of the partnership is that Dentsu Creative Amsterdam is already responsible for all recruitment campaigns for the Ministry of Defence (Werken bij Defensie). With the media account now also part of dentsu, a fully integrated team will work across both creative and media services.

Over the coming months, the Dutch Government and dentsu will work together to further establish the partnership and prepare for the first joint activities ahead of the contract start date.