WPP has announced that WPP Media has been awarded the consolidated media business for Henkel Consumer Brands across Europe. This expanded remit includes responsibility for Henkel’s brand names Persil, Perwoll, Bref, Schwarzkopf and Syoss across 30 markets.
The decision sees WPP and Henkel deepen their already successful partnership in Europe, Henkel’s largest geographic market, adding 13 new markets to the 17 European markets WPP Media was awarded in late 2024.
As per the agency, WPP Media’s proven track record of collaboration and efficiency through WPP Open – WPP’s intelligent marketing platform – was a decisive factor in Henkel’s decision. The platform will enable a rapid and seamless transition for the newly integrated markets.
The competitive review, which commenced in June, centred on reimagining the future of media and driving growth in an AI-powered landscape. WPP Media’s successful strategy was built on innovative ways of working, redefined roles and an unwavering focus on delivering value.
WPP Media will lead Henkel’s digital media activation across all 30 markets in Europe out of Düsseldorf and London with a dedicated team focused on achieving synergies and governance and working with local markets to manage local relationships in order to ensure local nuances are addressed across all media touch points.
