WPP Media has consolidated Henkel’s media business across Europe, following a competitive review process.
The group, which has its Northern base at the WPP Manchester campus, will now have responsibility for brands including Persil, Perwoll, Bref, Schwarzkopf and Syoss in 30 markets.
“We are incredibly proud to deepen our strategic partnership with Henkel,” said Cindy Rose, CEO, WPP.
“This expanded consolidation is testament to the strong results we’ve delivered through WPP Open and our commitment to truly transformative media solutions. Henkel’s vision for modern marketing, fuelled by AI and focused on audience-led activation, perfectly aligns with our capabilities and we are excited to continue driving significant value and sustainable growth for their iconic brands across this critical region and beyond.”
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The win adds 13 new markets to the 17 European markets WPP was awarded in late 2024.
It comes following a competitive review, which was launched in June, which centre on reimagining the future of media and “driving growth in an AI-powered landscape.”
WPP Media stated that its pitch was build upon “innovative ways of working, redefined roles and an unwavering focus on delivering value.”
The account will be led out of Germany and UK.
